Does Radio Still Reach People?

Want to See Big Results In Your Advertising ROI?


It has recently been written that “Traditional media is on a comeback.” We say… it has never gone away. With the digital age, social media, streaming TV and radio, etc., it is erroneously thought that good ol’ broadcast radio and TV have perhaps gone the way of phone booths. Not so. Recent reports have revealed social media as a more difficult marketing channel to realize satisfactory advertising ROI because of the deluge of online offers.

Knowing how to buy traditional media that works harmoniously with newer digital media is the key. Radio is a traditional media that has continued to remain dependable and has also expanded in the digital advertising realm. Radio has extended its online reach like no other traditional media, mostly due to online radio programming and increasingly popular podcasts.

A 2019 report from Edison Research stated the following: “Regarding social media, the latest study finds the number of current users of Facebook continues to drop. The study shows an estimated 15 million fewer users of Facebook than in the 2017 report. These declines are heavily concentrated among younger people.” The report also says that, “The percentage of Americans who listen to online audio (listening to AM/FM radio stations online and/or listening to streaming audio content available only on the internet) has doubled since 2012, growing from one-third of the population to two-thirds. While a few car manufacturers have sadly eliminated radios in their new models, online AM/FM use continues to grow!

In an article by Mediagistic writer, Geri Persiano-Vukas, some interesting facts about the benefits of traditional media are brought up. She quotes a recent study that shows product/service brand retention is better with traditional media. Sixty percent of people will remember traditional ads versus thirty percent for digital media.

Neilson’s latest report states that “radio continues to reach more Americans than any other platform measured by Nielsen. Among adults 18+, radio reaches 92% of U.S. adults every week.”

Check this out: “Radio is in high demand and has a diverse listenership when considering how many people tune in across age, gender and ethnicity. Not surprisingly, adults 18-49 are the demographic that tunes in the most. The monthly reach for these listeners is 132.4 million (98% of the population). Adults 25-54 are the second most reached demographic for radio, with 123.6 million (99%) of the population listening each month.

Black and Hispanic adults are also easily reached by radio—98% of each group listens on a monthly basis, which translates to 35.1 million Black listeners and 45.6 million Hispanic listeners.”

Traditional media is making a comeback because when a person hears an ad all by itself, they remember it and take action.

And that’s exactly what you want them to do. You spend money on advertising to get results. Radio produces results like no other media. More than TV, more than social media, more than all other advertising mediums. reports that 46% of listeners considered purchasing something after hearing a commercial on the radio. “Radio listeners are also really loyal—they tend to be the same people who will support local businesses in person, too. This means if you advertise on the radio, you’ll not only get lots of calls now but may also see an increase in foot traffic later as well.”

Businesses need to use an agency who is educated in traditional media buying, as well as digital. This is essential in our times. Right now, companies that can take advantage of traditional media deals, combined with the right digital media spends, are seeing big results in advertising ROI. Need help?

Give us a call! 800-208-7154

By Pete Miller and Sean Pearce


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