Radio Delivers Big Audience Before Shopping Occurs
AM/FM radio consistently delivers big daytime audiences just before those individuals make a purchase.
That’s according to Arbitron. The audience research firm says radio remains the most dominant audio platform among persons 25–54, reaching 85% of those listeners, compared to satellite radio (25%) and Internet streaming audio (15%) in survey data discussed at the Radio Show.
At 19%, AM/FM wins hands down when it comes to the percentage of consumers exposed to a certain media within a half-hour before shopping occurs. Exposure to a mobile or Web app was 7% and the Internet 5%, with print garnering 2% of pre-shopping exposure.
The weekday peak shopping period is between 1 and 2 p.m.
Radio peak listening is between 5 to 5:30 p.m., coinciding with grocery store runs between 5 to 6 p.m. after the workday, according to the findings.
Retail locations, such as a grocery store, mall or other brick and mortar store, account for 15% of AM/FM listening during weekdays, with 10% of listening happening at a bar or restaurant and 9% “in someone else’s home.” Retail locations also account for nearly 20% of AM/FM radio listening on weekends, as well.
The data includes information from USA Touchpoints, a national sample of 2,000 persons that captures media use, shopping behavior, emotional mindset, via smartphone app, every half hour, from 10-day panelists.