Marketers and media agencies increasingly think a reasonable audio buy consists of only streaming music and podcasts. A study recently conducted by Advertiser Perceptions and an analysis of Edison’s “Share of Ear” reveal a media plan without AM/FM radio will miss most of America.
Key findings:
- Advertiser perception versus reality: Marketers and media agencies significantly underestimate AM/FM radio listening shares and dramatically overestimate Spotify and Pandora audiences
- AM/FM radio is the centerpiece of audio: AM/FM radio has a 63% share of ad-supported audio
- When it comes to Pandora, Spotify and AM/FM radio, 90% of Americans only listen to AM/FM radio: Duplication between AM/FM radio and the Pandora, Spotify, and podcast audiences shows the majority of the U.S. only listen to AM/FM radio
- You cannot check the box on audio without AM/FM radio: In a typical day, only a third of America listens to digital audio; Adding AM/FM radio, reach soars to 73%
- AM/FM radio has a massive and exclusive on-the-go audience: The majority of AM/FM radio listening takes place out of home, close to the point of purchase; Most digital audio listening occurs at home. Click here to view the full post on the blog.
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