Reach vs. Frequency: Radio Vs. TV
Printer Friendly

From The Ephron Letter, 06/05, “Reach Trumps Frequency”:

• Over the course of a week, both Radio and TV reach over 90% of the adult U.S. population
• Radio formats target specific listener groups far better than TV channels target specific viewer groups
• TV’s high cost structure necessitates attracting broad audiences to be successful and is programmed with that goal in mind
• Radio – with lower costs and many stations – can more profitably focus on narrow segments that are carefully designed for their specific appeal to different age and socio-economic groups
• Because Radio targets so well, a high percent of listeners on a selected station will be your target market – so the total listeners CPM will be very close to the Target CPM