Professional Documents
Culture Documents
For Advertisers
2006
Why Radio Works
Radio is different from any other medium.
It is a place 8 out of 10 people chose to visit every day, and spend over
3 hours each day with just 2 -3 radio stations.
It’s a Virtual Neighborhood that lets people participate and feel as if
they belong.
It’s the only medium that can talk, instantaneously, about what’s
going on that affects that Virtual Neighborhood, react and respond to
listeners and events on the spot – where they are engaged.
It’s the only medium that offers the opportunity to participate and to
hear a human voice any time you want, 24 hours a day, 7 days a week,
where you know who lives there, what their values and interests are,
that they match your own.
The changing natures of our lifestyles and technology have affected
the role radio plays in peoples lives, making it an even greater part of
most people’s daily routine.
Radio connects with people
It’s about Connection
Mike Drexler
CEO
Optimedia USA
Adweek, February 9, 2004
40.0%
35.0%
26.1%
23.2% 24.1%
30.0%
5.0%
0.0%
Used Cell Phone to Call A Radio Station While Used Cell Phone To Call A Business In Response To Ad
Driving/Riding In Car Heard on Radio
Adults 18+ Hispanics 18-34 Women 25-54 Adults 25-54 With HHI $75K+ Men 25-54
300
250
200 134
100 100
150
100
50
0
TV & Radio Newspaper & Radio
+8
+5 pts
Pre/Post Shift in #1
8 +6
Preference Pct.
6
4
2 -1
0
-2
TV & Radio Newspaper & Radio
Absolutely.
The listeners have told us that.
Radio Listeners React to Advertising
64.6%
51.9%
Later That WEEK
55.9%
51.8%
55.8%
Later That DAY
46.6%
% Saying “Yes”
Source: Arbitron Edison NAB In Car Study October 2003.
Real Relevance
Seventy-nine percent say radio commercials are
“always” or “usually” or “sometimes” informative.
Always/Usually
Informative
22.0% Sometimes
Informative
57.0%
Rarely/Never
Informative
19.0%
Don't Know/No
Answer
2.0%
Source: Arbitron/Edison Media Research, “Spot Load Study 2005: Managing Radio
Commercial Inventories for Advertisers and Listeners,” Persons 12+.
Here’s where V/S says we’ll spend our media time.
Radio
20.0
Cable/Satellite TV
15.0
Television
10.0
5.0
Internet
Newspaper
Video Games
0.0
1999 2000 2001 2002 2003 2004 2005* 2006* 2007* 2008* 2009*