Size matters.

A new study indicates that local radio’s audience is much greater than the audience for online streaming. The study, commissioned by a blue-chip group of radio groups and aggregated from data gathered by Nielsen, Edison Research and Advertising Perceptions, found disparities between advertiser and agency perceptions and radio realities: For example, advertisers and agencies believe the audience share of Pandora and Spotify is nearly the same as AM and FM; actually, the audience share of local radio is nine times that of Pandora and 17 times that of Spotify. And while advertisers and agencies they only 64% of Americans are reached by AM and FM, the actual measured reach is 93%.

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