Radio and Reach. Radio & TV. The “Optimal Ad Mix.” Those are the key subjects laid forth in a “story of measurement & growth” offered by Nielsen Audio SVP/Sales Director David Chipman to radio industry C-Suiters looking for more reasons why their stations offer ample opportunity for advertisers and brand managers.
Chipman opens his report with a look at today’s media universe, and the persons 18+ weekly reach of all media.
Radio looks stellar, as has been discussed by many a radio executive.
From there, the Nielsen executive shares that “AM/FM radio is the centerpiece of the audio consumer’s solar system,” citing 2017 Infinite Dial data.
But, it is perhaps Nielsen’s “Six R’s of Radio” that merit attention.
Further bolstering radio’s strength, Nielsen shared details illustrating how, over a five-year period, radio’s weekly audience among Blacks and Hispanics has proved to be resilient. In fact, the most recent data shows radio listening to be higher than that of five years ago.
Nielsen is using RADAR 137 data for June 2018 and comparing it to that of RADAR 121, for June 2014.
Nielsen then contends that with 7 radio stations tuned to on average, versus 25 smartphone apps used on average and 21 TV channels viewed on average, it is easier to build reach with adult radio audiences.
Further discussion recounted how radio and TV complement each other, and how radio can fuel a television series’ success in the Nielsen ratings.
One slide presented by Chipman showed how radio drove 35% higher awareness than a TV ad, as “radio boosts the memorability of television advertising.” Data from April 2015 were cited by the Nielsen executive.
Chipman then noted that AM and FM radio reach “America’s light TV viewers.”
He then concluded with the following five outlook points:
