ONLINE MEDIA KIT
Scarborough: Radio is top 25-54 reach medium.
New data from Scarborough paints a convincing picture of radio as the leading reach vehicle for persons aged 25-54. After declining from 94% reach in the Money Demo in 2008 to about 91% in 2010, 2011 and 2012, radio’s reach bounced back to 94.3% in the newly issued 2013 Scarborough USA+ report. That puts it ahead of broadcast TV, non-premium cable, internet and newspapers.
The six-year trend shows slow but consistent erosion for broadcast TV, which declined from 91.1% reach in 2008 to 86.6% in 2013. While non-premium cable has gained ground on broadcast TV, it began a slight downward creep in 2011. The two clearest trend lines in the data are for the internet and newspapers, though they’re heading in opposite directions. The internet’s reach continues to rise steadily, growing from 73.9% in 2008 to 85.1% in 2013. Newspapers, on the other hand, are heading south, sliding from 56.87% in 2008 to 44.8% in 2013. The 12-month Scarborough USA+ survey uses a sample of 85,000 adults 25-54.
Why Advertise on WEBQ AM/FM and webqradio.com?
Reach
• Radio is on 24/7, reaching over 93% of people age 12 and older every week and 78% daily.
• Often considered a frequency medium, radio is an ideal reach medium when planned differently — especially based on Arbitron PPM data.
• Reach 3 consumers 1X rather than 1 consumer 3X since that 1 consumer is less likely to need a product/service than any 1 of the 3 would be.
• Ads are most effective when they remind people of brands they know, at the time they happen to need a product or service.
• Reminding is a perfect job for radio when used as a reach medium
Targeting
• Radio’s diversity of programming affords advertisers niche channels to zero in on narrow target groups.
• Formats allow advertisers to speak selectively to consumers they want to reach.
• Local/regional structure means brands can focus on key marketing areas.
Immediacy
• Consumers vary in their stages of the purchase cycle – on-going Radio ads allow your product or brand to be front and center when people are ready to buy, even during offseasons.
• Radio reaches consumers close to the time and location of purchase, whether they’re in-store or online shoppers.
• Radio reaches listeners in-car when they’re driving to stores,restaurants, etc.
Loyalty
• “Radio continues to be perceived as central to people’s lives, especially when contrasted with the precipitous decline by other traditional media”–Arbitron/Edison“InfiniteDial”.
• Radio continues to be the #1 source of music discovery despite the numerous audio options that exist today.
• People spend more time listening to news on the radio each day than they do reading newspapers or getting news online. The amount of time people listen to radio news has remained more stable over the last decade…– PewResearchCenterforthe People&the Press
• Listeners tend to listen to relatively few radio stations and are extremely loyal to their favorites.
• Research shows that Radio listeners have a low level of ad avoidance, staying tuned in through commercial breaks.
• Because ads can run frequently and listeners tend to stay tuned for long periods of time, a brand that is big in Radio can create a disproportionately large share of mind for itself.
Engaging
• Listeners feel an emotional connection with their preferred Radio stations.
• Passive forms of advertising merely list merchandise or tell where a product is available;radio is an active medium capable of stirring emotion, creating demand and selling products and services.
• Radio is a call-to-action medium.
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