Marketers Reach Affluent Consumers Via Radio

Marketers have long known that radio is a good way to connect with a captive audience. In fact, 93% of U.S. consumers regularly listen to the radio.  Knowing the times of day and the types of stations favored by specific demographic groups can also help marketers reach elusive audiences.

A recently released Media Audit survey reports that marketers have an opportunity to reach affluent consumers via radio.  Note that consumers who earn more than $150,000 (household income) comprise about 9% of the U.S.  Here are the statistics on when consumers who earn over $150,000 are listening to the radio:

  • 3:00 p.m. – 7:00 p.m. 55.6%
  • 5:00 a.m. – 10:00 a.m. 59.4%

These percentage are significantly higher than the listening rate for all adults. In general, about 42.9% of adults listen to the radio between 3 and 7 p.m. while 46.4% listen between 5 and 10 a.m.

Affluent consumers also prefer specific radio formats. Media Audit analysts say these are the top three radio formats favored by affluents when measured during a 7‑day period:

  • News/​Talk format: 29.7%
  • Public Radio format: 16.6%
  • Contemporary Hits Radio: 14.3%

Marketers who want to engage affluent consumers should maintain radio as part of their media mix and should purchase promotional slots that coincide with traditional drive times as these consumers travel to and from work.

[Sources: When Consumers are Engaged Most. The Media Audit. June 2010. Web. 14 Jul. 2010; Audio. State of the News Media​.com. 2010. Web. 14 Jul. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.