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RAB Research Archive

Amid TV’s declining numbers, radio remains consistently strong



The decline of newspapers over the past two decades – in terms of advertising volume as well as the amount of editorial content – has been well documented. While not as dramatic, television and cable are facing a similar reality today. Audiences are growing smaller while the cost of ads is increasing. On the other end of the dial, radio’s reach remains both consistent and strong.

An interesting article in Barrett Sports Media, “TV and Radio Are Heading in Opposite Directions,” recently addressed this situation. The article’s author, Dave Greene, General Sales Manager for Entercom Kansas City, asks the question: “Why isn’t the message (regarding TV’s shrinking audience) getting to advertisers as fast as it did with the decline of print? The answer seems to be that radio is now left out on its own island. Whereas radio had its counterparts in television and cable to help tell the newspaper story, radio is now left alone to tell the story of television’s great decline.”

Mr. Greene believes that “it’s our job to make sure that no matter if we are going directly after television dollars or not, the advertiser hears about the decline of television and the continued success of radio.” He cites radio’s noticeably higher return on investment and the fact it’s America’s number one reach medium, among other selling points, and this is something every advertiser and ad agency needs to hear repeatedly.

To read Mr. Greene’s article in its entirety, click here.

Source: RAB





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