RAB Research Archive

How perception impacts ad plans



Advertising decision-makers overall fundamentally underestimate the reach of broadcast radio. In a study of 423 advertising decision-makers nationwide, including marketing executives, media buyers and planners, ad executives, creative directors and business owners, just over three-fourths use AM/FM during their commute to work ("AM/FM Listener"). But, even those who listen underestimate how many others are tuned in to radio – and those who don't listen ("Non-Listener") estimate the number even lower.

The news isn't all bad in that both the Listener and Non-Listener respondent segments recognize broadcast radio's greater reach compared to emerging Internet audio options.

Even while recognizing broadcast radio's comparatively greater reach, Non-Listeners are about half as likely to include radio in their advertising plans when compared to those who use radio in their daily lives.

Those who don't listen to radio may underestimate radio's share of advertising dollars, making radio a tougher sell – and increasing the pressure to bring compelling evidence of radio's incredible continuing reach.

The truth is, radio has the highest reach of all media, according Nielsen's Q2 2015 Comparable Metrics Report. In fact, over 90 percent of adults of all ages listen to broadcast radio weekly and that figure is even higher among 18-34 year olds (93 percent).

While the bulk of our research work at NuVoodoo Media Services is in pursuit of helping client stations generate bigger ratings, we’re no strangers to interviewing advertising decision-makers. Over the years we’ve conducted a variety of studies helping media outlets investigate their sales efforts. In this column we’re sharing some of the insights gained in our latest national study of advertising decision-makers, conducted in cooperation with RAB.

This is the last of the series of articles based on this survey. If you would like to see additional results from the survey and learn more about what these decision-makers think, how to present and learn specific action steps, you can sign up for the webinar to be presented on Jan. 19 and 21.

Source: Leigh Jacobs, NuVoodoo Media Services





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