27 Facts That Will Change Your Mind About AM/FM Radio
Yes, buying radio advertising is still worth your time. Here’s why.
Say it louder with AM/FM. Photo by Alena Jarrett on Unsplash
Drama is unfolding in the audio world. Satellite radio provider, Sirius XM, has been taking shots at AM/FM radio. And while they may think they have all of their facts straight on this one, we beg to differ.
Advertisers have a lot of choices when it comes to marketing channels, but when it comes to cashing in on marketing's most valuable currency—attention—nothing comes close to audio.
But which audio platforms are worth your time and investment? While podcasting and streaming no doubt are becoming increasingly important to the media mix, no audio strategy is complete without terrestrial radio.
So if you’ve heard that AM/FM radio is on the decline, or no longer relevant, it’s time to squash this beef once and for all: buying radio advertising is still worth it. In fact, we’ve compiled 27 reasons why.
We could have gone for 100, but 27 felt more appropriate. Let’s get right into it…
Audio listening is not always a zero-sum game. In fact, satellite radio listeners who tune in daily are also almost just as likely to listen to broadcast radio on a daily basis.
Radio is, and always will be, free and accessible to everyone.
Radio is free thanks to advertising. AM/FM radio captures 74% of time spent with ad-supported audio sources. (Source: Edison Research Share of Ear, 2022)
Radio is the #1 ad-supported audio platform in-car. AM/FM radio commands 9 out of every 10 minutes spent with ad-supported audio in the car. (Source: Edison Research "Share of Ear" Q2 2022. P18-54. Analysis by Hubbard Radio)
When it comes to driving in-store traffic, radio’s got the upper hand. Audiences engage with radio the most when they are away from home and closest to the point of purchase.
Radio is immediate. With quicker turnaround times, advertisers can take advantage of that with nimble marketing messaging that taps into the moment.
It’s always on and available 24/7. From late night drives to weekend road trips, radio is more than just a commuter’s companion.
Not all your customers are coastal city-dwellers. While podcasting listening is heavy in large metro areas, AM/FM is your best bet for reaching consumers in the heartland.
Engage listeners with spending power. While other audio platforms skew young, AM/FM delivers Gen X and Boomer audiences with disposable income.
Radio plays a key role in connecting with Hispanic and Black audiences. 97% of Black listeners 18-34 and 91% of Hispanic listeners 18-34 tune to network-affiliated stations each week. (Source: Source: Nielsen National Regional Database, Spring 2021, Mon-Sun 5am-12mid)
Radio’s locality is not only important to the audience, it’s an advantage to advertisers. 88% of Gen Xers tune into AM/FM for its local appeal. (Source: Jacobs Media Tech Survey 2022)
Top 40 hits, 90s throwbacks, live sports coverage, morning talk shows, national and local news…the AM/FM ecosystem is rich with diverse content.
Radio provides critical emergency services. From COVID-19 updates to natural disasters, radio is a lifeline for communities.
One media buy can cover the entire country. The sweeping coverage Network Radio offers makes it extremely cost-effective and efficient.
Lower production costs and talent fees make producing radio creative relatively inexpensive compared to TV.
Radio offers more targeting capabilities than you think. Formats cater to specific demos like M25-54 and W18-49, while custom-built networks allow advertisers to be even more targeted in their buys.
Radio is measurable. From Nationwide to RADAR®, measurement services provide radio audience data at a national level to help guide buying and planning decisions.
Brands are getting louder on the issues that matter to their customers. Radio’s long history of giving back to local communities makes it a fitting platform to communicate brand purpose and values.
Radio leads the way in trust. While recent events have eroded consumer trust in digital platforms, AM/FM is among the most reliable mediums for accurate information.
Radio is interactive and the platform extends beyond the physical station into online, social, and IRL events.
Consumers feel personally connected to radio. 62% of radio listeners say they mainly tune into radio for the on-air personalities. (Source: Jacobs Media Tech Survey 2022)
Playing a starring role in classic movies, referenced in the best songs ever written—radio taps into the heart of nostalgia and is deeply rooted in pop culture.
Good vibes only. Radio is linked to feelings of positivity and happiness and can help put listeners in a good mood.
Competition for attention is tougher than ever, and AM/FM is aging gracefully. In the face of new technologies—TV, the internet, and even social—radio has and will continue to adapt.
Ad fraud, privacy…in the face of new challenges, traditional channels like radio offer reliable, brand-safe means for cutting through the clutter.
They probably heard it on the radio. As a ‘top-of-mind’ platform, studies have shown how radio campaigns complement other marketing efforts to boost online search and drive website traffic.
And you thought we wouldn’t mention it….Radio is the #1 mass reach medium. Touching 93% of Americans every month, radio trumps any other linear or digital platform. (Source: Nielsen NPOWER, Nielsen RADAR, Nielsen Total Media Fusion - Q4 2021)