By: Jon Njos Media Director/Partner
With the juggernaut
of digital advertising combined with consumer access to iPods, satellite
radio, internet/mobile radio, etc., many subjective claims about the demise of
radio stations and listenership have been floated out there as fact and that
radio stations better just accept the fact that they are dinosaurs.
Oh how wrong “THEY” are! A recent industry study on internet
radio usage habits confirms that internet radio listenership actually adds onto
current broadcast radio listenership, not replace it. And now Arbtiron’s
September 2011 National Radio Listening Report shows that broadcast radio has added
more listeners vs. Septebmer 2010, with 1.7 million more aged 12+ on an average
week. In all, an average week of
broadcast radio listenership reaches an estimated 241.4 million people….93% of
the 12+ population. The growth is largely due to the teen listener 12-17 and
Adults 18-34. The very generations who have grown up in the digital tech world.
This growth in popularity is due to various factors,
including huge increases in Hispanic listenership. Univision, Telemundo and
other local properties have launched Regional Mexican and Spanish Contemporary
formats in many markets across the country. You can also add in the fact that
the existing radio companies work feverishly to stay current with music
rotation and maintaining their strong, local appeal with on-air personalities
and exclusive content.
The radio business has evolved into a multi-platform entity
which combines on-air with web site offerings. The cross-promotional
capabilities and call-to-action to loyal listeners create a more personal
experience and interaction.
Stanton & Everybody has always been a huge proponent of radio,
mostly because of what we can do creatively. Rick Stanton always says that,
“….nowhere else can you part the Red Sea with a $20 sound effect.” From a media
strategy standpoint, radio still delivers what it always has delivered…..high
reach of loyal listeners.
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