Radio is the only platform that is available to consumers through out their entire day. It is available online, on apps, in stores, and in vehicles. In fact, 93 percent of Americans listen to radio each week.* Our commercials can be heard seconds before a potential customer makes a purchase. Our various formats can get your message in front of interest-specific audiences, and our unique targeting also allows you to save money while maintaining a high amount of marketing frequency. If that s not compelling enough, Nielsen reports that radio can produce a $17:$1 return on investment.* Source: *Nielsen Audio 2Q 17 & Nielsen Audio, RADAR 130, Sept 2016 (Persons 12+, Mo-Su 24-Hour Weekly CUME average)
Radio reaches more than any other medium 240.0 226.3 203.3 165.5 156.9 154.5 Share of Media Consumption Adults 18+ (000) Monthly 106.6 82.3 69.8 57.0 AM / FM Radio Live+DVR / Time-Shifted TV App / Web on a Smartphone Video on a Smartphone Internet on PC DVR / Time- Shifted TV Video on PC DVD / Blu-Ray Multi-Media Device Game Console Source: Nielsen Total Audience Report, Q3 2016 (000) Monthly
A music streaming service can seem enticing with their popularity and newness to the mass medium scene. Marketing on these services can make businesses seem in touch with ever-evolving media platforms. But, businesses need to keep mind that listenership for these services are fragmented across a multitude of options, ranging from Pandora to Sirius XM. This produces small audiences, forcing frequency of advertisements to become unbearable in order to achieve impression goals. An influential media writer once discussed his experience with these platforms and said he had been served the same popular restaurant ad 25 times in one sitting.* Source: Death by Repetition, Bob McCurdy, Dec. 18, 2016 HTTP://
52 Radio remains King of Audio all day 13 7 6 6 5 4 2 2 2 1 1 1 AM / FM Radio Owned Music Music Videos on YouTube Ad-free SiriusXM Ad-supported Pandora TV Music Channels Other Streaming Audio Ad-supported Spotify Other Podcasts Ad-free Pandora Ad-free Spotify Ad-supported Sirius XM Source: Edison Research, Share of Ear, Q4 2015-Q1 2016, Q2-Q3 2016. Persons 18+, in-car
70 Radio continues to dominate in the car 13 10 3 1 1 1 1 1 1 1 1 AM / FM Radio Ad-free SiriusXM Owned Music Ad-supported Sirius XM Podcasts Other Streaming Audio Ad-supported Ad-supported Spotify Pandora Music Video on YouTube Other Ad-free Spotify Ad-free Pandora Source: Edison Research, Share of Ear, Q4 2015-Q1 2016, Q2-Q3 2016. Persons 18+, in-car
Television is the medium that Americans spend the most time with, and it delivers better reach than most other media. However, there are disadvantages: - The cost to achieve frequency is often too high for the average local advertiser. - The best inventory is gobbled up by national advertisers. - Time-shifted viewing means commercials are less effective. - Production charges eat away at budgets that could be used for more frequency. If you can t achieve reach and frequency affordably, advertising won t be effective.
Why it s harder to reach consumers with Television ads 1. TIME SHIFTING 56% 38% 5% of prime time viewing is live of DVRd programs are watched within 7 days of airing Source: Nielsen Local Watch: Where you live and its impact on your choices, Jan 2016; Nielsen Npower, Nov 2015. is on-demand viewing of recently aired programing
Why it s harder to reach consumers with Television ads 2. STREAMING #1 50% 50% Netflix caused 50% of US television viewing to drop Netflix is the #1 rated network in the US Source: Nielsen Local Watch: Where you live and its impact on your choices, Jan 2016; Nielsen Npower, Nov 2015. Nearly 50% of homes subscribe not only to Netflix, but also Amazon Prime or Hulu Plus
Why it s harder to reach consumers with Television ads 3. SMART TV 20% 33% of American households have a smart TV with direct access to streaming content without traditional ads of $75K+ income homes have a smart TV Source: Nielsen Local Watch: Where you live and its impact on your choices, Jan 2016; Nielsen Npower, Nov 2015.
Cable viewing has increased on certain networks due to exclusive programming like Walking Dead, Breaking Bad, and Game of Thrones. Unfortunately, for show every like these and for every network like ESPN and Fox News Channel, there are a thousand shows and a hundred networks like them that have miniscule audiences. More than likely, depending on the show, there are less than a couple hundred people watching at any given moment in a city the size of Jonesboro.
In our area, there are several cable companies offering varying channel lineups. On the positive side, cable has the unique ability to zone your advertising, much like digital can. However, a business would have to buy packages from each office to air their commercial with the appropriate amount of frequency in order to even touch what radio is capable of. Even then, doing so can t penetrate the market as well as radio can.
In the Jonesboro TV market, 39.5 percent of homes use ADS (alternate delivery systems) like DirecTV and Dish. Add the 11.8 percent of households that only have over-the-air TV, and 51.3 percent of our region can t respond to your ad because chances are good that they've never seen it. If you want the chance to reach 100 percent of the available population in a cost-effective manner, radio is the way to go! Reachable market with cable ads Reachable market with radio Source: TVB.org Source: TVB.org
Newspaper is the oldest of the all the mediums. For hundreds of years, it has been the vehicle of record for local news outlets and events. It still has a loyal readership and provides a tangible advertising product one that can be carried into a business, like a coupon. While this is a tried and true method, newspaper is a medium in trouble. Less Americans read the daily newspaper today than did 50-60 years ago, and there are 175 million more of us! The Jonesboro Sun claims its Sunday paper circulation is 30,876 but Jonesboro Radio Group Stations are capable of reaching 250,425 people in the area.* The Sun reaches only 12.3% of that population. *Source: US Census Bureau population estimates, 2015
Yellow Pages is a tried and true medium that is facing significant challenges. Publishers have realized that their future is not in the printed book. The advantage, as far as advertisers are concerned, is that inclusion in the phone book means they still have a chance to keep up with advertisers. Ask yourself: - When was the last time you looked at a phone book? - How often have you gone to YP.com? - How often do you use a search engine to look up a phone number?
Word of Mouth Advertising is a lot like social media advertising in that it s cheap, but cheap is not always effective. Word of mouth, when it s positive, is powerful. A personal experience with a business that is so good that the customer gives a referral is a tremendous building block. But, word of mouth is painfully slow. The amount of time it takes for a business to gain traction through word of mouth could be months or even years. Most businesses don t have the luxury of time. Word of mouth also does not allow the business to control the message that s being delivered. Think of radio as word of mouth on steroids, and the client gets script approval.