You've heard of "old wives tales", right? You know, a traditional belief that is regarded as unscientific or incorrect. Things like touching a toad can cause warts; eating carrots will improve your vision; or shaving causes hair to grow in thicker. None of which are correct.
Then there are the "old marketers tales". These are a set of beliefs that many Maine small owners believe about radio advertising that simply are not true. For example: nobody listens to the radio anymore; for a radio campaign to be successful you need to advertise during morning drivetime; nobody listens to radio at night or on the weekend; and young people never listen to the radio anymore. Wrong. Wrong. Wrong. and Wrong.
A study released this month by Nielsen dispels these "old marketers tales" and explains the facts every Maine small business owner needs to know about advertising on Portland radio.
1. Just about everybody listens to the radio. Each week, 93% of adults listen to radio. This is more than the number of people who watch TV, use a computer, use a smartphone, use a TV-connected device; or use a tablet. As a matter of fact, radio still reaches the same percentage of adults each week as it did in 2001 when most of these other media did not exist.
2. Afternoons are when the most people listen to radio. Overall the biggest radio audience is available Monday-Friday, 3pm-7pm. This, however, may vary slightly based on the age of the listener. But, nonetheless, morning radio is not the most listened to time of the day. This may seem counter-intuitive since most Portland radio stations put their highest-profile personalities on the air during the morning. That is not because mornings is when there are the most listeners. Rather, it is because listeners expect more information and entertainment from their favorite Portland radio stations during the morning than during the rest of the day.
Interestingly enough, according to Nielsen, morning is not even the second most listened to time of day by any aged listener.
So, although there are many solid marketing reasons to advertise during morning drive time radio, it is not imperative for all Maine small business owners. Especially those on limited budgets.
3. Radio has significant listening levels at night and on weekends. Based on "old marketers tales", many Maine small business owners are resistant to advertise at nighttime or on the weekends. But this just isn't supported by research. Nielsen data consistently proves that over half of all adults listen to the radio between 7pm and midnight. And well over 70% of adults listen to the radio on the weekend. As you can see from the chart below more people are listening to the radio at noon on the weekends that listen at 9:00 am during the week.
4. Radio reaches listeners of all ages including millenials. It is easy to believe that 18-34 year olds (aka, millenials) don't listen to the radio anymore. After all, this is the generation who grew up with smartphones, iTunes, iPads, Xbox, Roku, Hulu, Facebook, and Snapchat. Nielsen research, however, shows this is just not true. Radio reaches more 18-34 year olds each week than does any other medium.
After considering similar data published a few months ago by Nielsen, Doug Schoen wrote in Forbes magazine, "The implications of results like these are profound for the communications and advertising industries and as a marketing professional with over 35 years of experience, I found this data nothing short of fascinating. It’s quite clear that we should all be paying more attention to radio, its reach and potential to help our businesses. It’s doing the job with expert efficiency."
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