Digital Audio / Satellite Radio
Media Facts Advantages Disadvantages Plus Radio Glossary of Terms
Americans overwhelmingly cite AM/FM radio as the electronic source used most often for keeping up-to date with music:
- AM/FM radio - 19%
- YouTibe – 15%
- Spotify – 10%
- SiriusXM Radio – 5%
AM/FM Radio offers broad reach that will fill in the gaps of high percentages of the U.S. population not reached by alternative audio platforms.
- Reaches 90% of the total U.S. 12+ population, according to latest Nielsen Audio data
Radio reaches more people weekly than any other medium.
They may like customized playlists and personalized channels on digital platforms, but consumers rely on AM/FM radio for new music discovery:
- 49% of consumers use AM/FM radio to discover new music, continuing its reign as the primary source of new music discovery
- 72%of U.S. online streamers listen to some form of radio
Traditional radio offers advertisers an established, audited audience ratings system (Nielsen Audio); online audio services make claims based on a variety of untested and questionable metrics
- Among Adults 18+ who have driven/ridden in a car in the past month
- 52% have ever used owned a CD player in their primary vehicle
- 45% have ever used owned digital music in their primary vehicle
- 26% have ever listened to online radio
- 22% have ever used satellite radio
Radio is the go-to source in weather events, emergencies: Consumers turn to AM/FM radio during emergencies and weather events when access to television and cable signals fails. FM chip-enabled smartphones also help to deliver information during these same emergencies.
Insures Exposure to Ad Messages: On AM/FM radio, everyone hears the same content (both programming and advertising) and advertisers run messages tied to specific content in specific time periods; customized online audio sites allow everyone to listen to their own individualized station, so there’s no way to buy against specific content at a specific moment. Airing schedules on both AM/FM and digital/online and/or satellite insures that target audiences will be exposed to the advertiser message.
Radio has a high out-of-home presence, making it an optimal vehicle for retailers and other advertisers who need to reach the on-the-go consumer right before they shop
Commercial Acceptance: Online audio listeners have the capability to skip content and advertising messages; while AM/FM listeners can change the station to avoid commercials, research shows that the majority stay tuned when the spots come on. The study by Arbitron/Coleman Research, “What Happens When the Spots Come On” found that 93% of listeners stay tuned during lead-in to commercial breaks, and 90% stayed for breaks longer than 3 minutes.
Statistics and Trends: http://www.rab.com/whyradio/