According to a new Arbitron study, AM and FM radio shines among all media in important ways: it delivers the largest reach during the time periods immediately prior to peak shopping hours, it continues to dominate the audio entertainment landscape, and it out-delivers web, social networking or mobile usage during the average day among Adults age 25-54.
The study, “Where Radio Fits: Radio’s Strengths in the Media Landscape,” revealed these key advantages:
AM/FM radio is the strongest pre-shopping medium, reaching 31% of 25-54s during the hour before the peak shopping period (1-2p). AM/FM Radio’s reach during this crucial decision making hour is nearly twice that of live TV (17%).
AM/FM radio delivers 86% of the total time Adults 25-54 spend with the three main audio platforms. AM/FM Radio delivers nearly eight times more time spent than satellite radio and 17 times more than Internet audio streaming.
AM/FM radio is the second most-widely-consumed of the top media platforms. During the average day, radio reaches 59% of adults aged 25-54, second only to television, which reaches nearly 80% of these adults. Trailing radio are the Internet (49%), social networking (19%), mobile web/app usage (16%).
AM/FM radio adds considerable reach to other media platforms. When combined with live television, radio adds an additional 14% reach of adults aged 25-54 and an additional 60% when combined with Internet.
AM/FM radio is heard by a variety of decision influencers, with 43% of respondents aged 25-54 saying they listen with their children, 38% listen with their spouse or partner.
“Radio’s consistently large reach together with its ability to deliver the ‘the last word’ during the crucial pre-shopping hours make it highly valuable for advertisers who are looking to maximize ROI in a fragmented media environment,” said Arbitron SVP/Marketing Bill Rose. “This study, along with the more granular data Arbitron is providing to agencies and modelers, should help reinforce radio’s strength in the marketing mix.”