Are Your Misconceptions of Radio Hindering Your Ad Campaigns?

AM/​FM radio is the ever-​present companion of the American consumer. They listen to it in their cars on the way to and from wherever they go, they tune in while they’re at work and lose themselves in it when they go jogging. And those are just a few usage examples. So, why aren’t advertisers giving radio the credit it deserves, especially when considering reaching out to younger generations? Nielsen’s Audio Today 2018 study can help us debunk a few negative radio myths causing this hesitation.

Myth 1: Radio Just Isn’t Popular

Approximately 228.5 million consumers tune in to AM/​FM radio on a weekly basis. That’s more than live, DVR and time-​shifted TV (216.5 million); app and web usage on smartphones (203.8 million) AND smartphone video viewing (127.6 million). Radio is popular across a range of demographics as well. About 97% of African Americans are reached by radio on a monthly basis, along with 96% of Hispanics. This medium isn’t only alive, it’s also kicking.

Myth 2: Radio Doesn’t Resonate with Younger Consumers

On a weekly basis, radio reaches 93% of the U.S. population, and that percentage doesn’t vary by much among different age groups:

  • Millennials (Ages 18 to 34): 92%
  • Gen Xers (35 to 49): 95%
  • Baby Boomers (50+): 92%

Radio is the only medium included in Nielsen’s study that reaches different adult age groups that consistently. In comparison, other media reach each age group with dramatically different percentages (TV ranges from 94% to 78%, PC from 56% to 43%, TV-​connected devices from 56% to 36%, tablets from 58% to 26% and even smartphones’ range from 96% to 71%). Radio’s reach doesn’t even stop there. On a monthly basis, radio also reaches 94% of teens ages 12 to 17. So, have your clients target whichever age group they want via radio ads; everyone is listening.

Myth 3: Radio is Being Phased Out by Streaming Services, etc.

Streaming services and the like have a long way to go before they are a true threat to radio. AM/​FM radio reaches 228.5 million consumers weekly, while streaming audio only reaches 68.5 million weekly, satellite radio only gets to 35.7 million listeners and 21.9 million tune in to podcasts. Research says radio is in a safe place.

You can explore AdMall from SalesFuel​.com’s Local and Major Account databases to research which categories and clients have histories of utilizing radio. With this information, it won’t be difficult to inspire a new radio campaign.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-​op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.