Who is Still Heavily Swayed by Newspapers, Radio and TV?

BY Rachel Cagle
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Have your clients given up on traditional media advertising? While it’s true that digital is streamrolling its way to the top of the advertisement food chain, newspapers, radio and TV still sway particular audiences. Marketing Charts highlights these audiences in its Media Audience Demographics study.


For as often as we’ve been told print media is dying or dead, many U.S. adults are still driven to action by ads they see in national newspapers. And newspaper readership isn’t made up of just any consumers. The majority (55.9%) are affluent, with household incomes of $75,000 and more. 44.2% of those affluent readers have household incomes of $100,000 and above. Marketing Charts found that national newspapers are favored by affluents above any other form of traditional media.


Middle-​aged adults remain avid fans of terrestrial radio. Terrestrial radio, unlike satellite, is transmitted by signals from one ground source to another. The format’s most avid listeners are 45- to 54-​year-​olds, followed by 55- to 64-​year-​olds and 35- to 44-year-olds.


The traditional TV audience is also on the older end of the age scale. While consumers ages 18 to 24 are 33% less likely than others to watch broadcast TV, the average adult is only 16% less likely, with primary viewership consisting of primarily older viewers.

So, now you know who’s reading newspapers, listening to the radio and watching TV. Now what? AudienceSCAN on AdMall by SalesFuel has profiles on related audiences that can help fill in the holes in your pitch. You can learn what Heavy Newspaper Readers plan to purchase this year. Or what other types of ads Heavy Television Watchers tend to respond to. Or the spending power of different types of Radio Listeners. The more you know about your client’s target audience, the more effective the next campaign you pitch to them will be.