Last week I blogged about the rising ad sales in the radio industry in 2012. Marketers are right to put part of their ad budget in this format. New research shows the format’s biggest impact may come from its ability to connect with shoppers immediately before they visit stores.

The new “Where Radio Fits: Radio’s Strengths in the Media Landscape” report shows that radio has big reach with important demographic groups, especially with adults ages 25 to 54. Analysts believe one peak shopping day part is between 1:00 and 2:00 p.m. On a daily basis, at least 31% of 25-54 year olds are listening to the radio at that time compared to only 17% who are watching TV.  It’s likely that folks are turning on their radios as they are driving around, doing errands or preparing to shop, and this behavior makes them a great target for an advertiser’s message.

Further, traditional radio currently has a much broader reach than other audio platforms such as satellite or internet audio radio. For now, radio is second only to TV in the percentage of consumers, ages 25-54, it reaches on a daily basis, 59%. TV stands at 80% and Internet at (49%) for this group. Experts also point to the expanding reach of radio when combined with TV. When marketers put their messages on both TV and radio, they can connect with up to 14% more consumers in that key shopping demographic.

Bill Rose, Senior Vice President of Marketing, Arbitron Inc., emphasizes that radio has the power to be ‘the last word’ before a shopping trip begins. Advertisers can use this format to boost sales during an important day part.

To learn more about Radio Commercial Responders, check out the Audience Interests & Intent report on Ad-ology.com.

[Source: AM/FM Radio Is the Strongest Pre-Shopping Medium. Arbitron.com. 21 Sept. 2012. Web. 1 Oct. 2012]