Broadcast Radio is Still #1
2016 is kicking off with some fantastic stats for broadcast radio advertisers – Nielsen’s new “Comparable Metrics Report” reported that “radio, once again, is the nation’s top reach medium.” For those who are passionate about radio, this is welcome (although not too surprising) news.
When placed against all other methods of media (TV, radio, PCs, connected TV devices, smart phones, etc.), “AM/FM Radio reached over 90% of all adults in a given week in 3rd quarter 2015 – and that percentage is the highest of all media and is consistent across all demos.” Now, we don’t like to brag, but we can’t contain our excitement when it comes to the fact that “radio’s reach numbers were consistently the winner week over week” while “no other medium could make the same claim.”
According to a recent study conducted by Google, “using broadcast media (TV and radio specifically) greatly enhances search results”, meaning that radio is now able to get its share of the advertising pie.
While we’ve long known that radio is the best medium for reach, it’s been an uphill battle trying to convey that message publicly. Despite research studies that reinforce its credibility and successful performance across the board, radio can at times struggle with perception. Despite this, radio continues to win as the constant underdog in the media game.
Stacey Schulman, executive VP, strategy & analytics, of Katz Media Group said, “People want to feel their humanity and radio is like your family. It makes you feel like you’re part of something bigger than yourself, in a world where we are connected but still disconnected.”
Radio is an additional layer of color, flexibility, messaging, and reach that sets it apart from any other medium, and combined with strong digital, live events, and TV, it makes a powerful combination. But…we’ve known this.