Network Radio 101: The Audience
It’s the first thing that comes on when we get into the car. We know the local stations and DJs who play our favorite songs. That’s the lasting appeal of radio, so it’s no surprise that radio continues to reach more Americans than other media options. In the past week, more adults 18-49 listened to radio than watched broadcast TV, visited YouTube, or used Netflix.
But Network Radio doesn’t just deliver the broadest, most efficient reach for national advertisers, there’s also a targeted listener on the other end of that speaker.
In part two of our Network Radio 101 series, let’s check in with the Network Radio audience - who they are, ways they are listening, and how to get through to them. For a refresher on the basics of buying Network Radio and common terms, check out part one of our series.
Your target is tuned in
Reaching over 237 million Americans 12+ every week, Network Radio makes it easy for advertisers to effectively hit different audience segments - from African-American shoppers to essential workers.¹
As connecting with diverse audiences becomes a top initiative for marketers, radio delivers a critical mass of African-Americans and Hispanic adult listeners (91% and 95%, respectfully). African-American listeners also happen to be one of the most engaged population segments, dedicating over 12 hours every week with the medium.¹
More than targeting specific demos, there’s getting the right message out at the right time - when the consumer is closest to the point of purchase. While remote work has shifted when and how audiences listen, radio’s ‘ready to go’ listeners who are spending more time in the car and outside the home are more likely to be aged 25-to-54, have children, and earn over $100,000 annually.²
Despite its massive reach, a one-size-fits-all approach is not required for Network Radio. Target your audience with custom networks geared towards specific demos, dayparts, or station formats for the most relevant and personalized messaging.
What resonates with today’s listener
Radio still rules the car, but listeners are increasingly consuming in more intimate ways - whether it’s on a smart speaker or through headphones via a station’s online stream. A RAB Audio Pulse poll found that nearly 6 in 10 marketers do not believe that radio ad creative is as good as creative for other media. Here are some best practices backed by data to help cut through the clutter - how ever the audience may be listening.
Power of storytelling
Audio is a powerful, yet underutilized, storytelling tool. Brand stories told audibly make stronger emotional connections - audio ads drive an average of 21% higher emotional intensity than visual ads. Looking to inspire an audience to take action? Audio-based CTA’s elicit a more positive emotional response.³
Human touch
Creative that speaks at the one-to-one level also resonates. 81% of consumers agree that a “human voice can establish a connection like nothing else can.”, while over 3 in 4 listeners would try a brand recommended by their favorite radio personality.⁴
Using the art of audio
Lean into the format and create an immersive experience with sound. Ads with music saw a 146% increase in purchase intent post-exposure versus ads with no music and ads with a distinctive sonic identity showed a 58% increase in purchase intent. What do top-ranking ads also have in common? A noticeable female presence with a prominent speaking role.⁵
For efficient reach targeting the right audience, Network Radio offers the best of both worlds. If you’re looking for even more audio solutions - podcasts and streaming - we got that too. Get in touch to get started.
Sources: 1.) RADAR 153, June 2022 (C) Nielsen Audio, M-Su 24-Hour Cume Est.; 2.) Nielsen Audio Today October 2020; 3.) MindShare Neurolab, 2019; 90 adults 18-54; 4.) Katz Media Group, Our Media, 2019; 5.) VERITONIC; Testing of US-focused award winners at Cannes Lions, Radio Mercury Award finalists and winners 2018