Radio Advertising is Still A Great Deal in 2019

At the end of last year, I saw a few reports on the state of media and marketing for 2019 and want to share some insight from others again.  Because, I can tell you plenty about the success of WOWO advertisers, but how about what others are using radio and other media to bring in business?

People are spending more time with media than ever before, says MarketingCharts’ newly-released 5th annual “US Media Audience Demographics” report, a data-driven resource that can aid marketers in their strategic decision-making. The study sizes up the media landscape, then delves into the age, income, and racial/ethnic composition of several media types across 3 sections: traditional; digital; and social media.

Starting with Traditional Media:

1. The broadcast TV audience is slowly graying, but it’s the cable TV audience that may be getting there more quickly, says the report.

2. Terrestrial radio stands apart from other traditional media in its appeal to middle-aged adults and to those in the mid-to-high income range.

3. For the first time, fewer than half of US adults read a print newspaper on a weekly basis.

Regarding Digital Media which I take includes internet based media including video and websites:

1. Almost half of online TV program viewers are ages 18-34.

2. Although digital media types tend to attract younger audiences, people ages 55-64 are actually above the online average in visits to magazine and newspaper websites.

Social Media gets it’s own category in this report with these observations:

1. Snapchat may be thought of primarily as a youth-oriented platform, but its appeal with higher-income adults is also notable.

2. Closely following Snapchat in a tilt towards youth, is Instagram.

While this kind of data is interesting and for folks like me who work in and study these medias, I urge you to not try and figure out how to apply this on your own to your business.

Another study I was reading regarding TV viewing from Nielsen, the television ratings and research company.  They listed the top network TV shows and one of my favorites, NCIS was in the top 10, # 4 actually last year with over 16 million viewers.  But of those 16 million, nearly 7 million are not watching it when it airs on Tuesdays on CBS.  They are time shifting, watching on demand.  This means that if you were to advertise on your local broadcast station, over 40% of the regular NCIS fans are not going to see your ad on Tuesday night.

These are just consumer behaviors, not marketing effectiveness which isn’t the same thing.  I am here to help, just ask.

And have you signed up for a new newsletter that I am offering,  called Sound ADvice?  Once a week, it will arrive in your email and be filled with  30 seconds of marketing Sound ADvice on how to make this year your best yet.