New data reinforce the strength of AM/FM radio as the leading “mass reach” medium in the United States.
The numbers are from Nielsen’s Total Audience Report. Pierre Bouvard of Cumulus/Westwood One, who advocates for radio advertising to media buyers, has blogged about them.
“Among persons 18+, AM/FM radio out-reaches social media, online video, TV/internet-connected devices, and TV,” he wrote.
He said that among persons 18–49, “AM/FM radio has pulled away from TV with a +12% average audience advantage” and that it reaches +40% more persons in that demographic than TV.
“Daily time spent with TV and AM/FM radio are now virtually tied.”
Bouvard continues his efforts to counter what he calls a myth among advertisers, that more than half of all AM/FM radio listening happens at “drive times.”
“The reality is only 41% of AM/FM radio time spent occurs during drive times,” he wrote. “Middays are number one at 26% of total AM/FM radio time spent. Weekend listening is greater than suspected and has as much listening (20%) as morning and afternoon drive.”
Bouvard said smart media planners will allocate their advertising weight across all days and time periods to grow reach.
Read his post here. Below you can watch as he digs into the numbers.
