AM/FM radio was the original portable electronic medium as technology migrated out of homes and into cars and onto transistor radios through the mid-20th century. Now online audio services and satellite radio have stolen some of traditional radio's mobility thunder with delivery on multiple devices and capacity for each user to customize content or to receive unique content based on algorithms
Although it's all sound, consumers and the respective industry segments differentiate among traditional AM/FM radio, digital audio/Internet radio services, and satellite radio services. The newer audio options have established a place in the media spectrum relatively quickly, appealing to younger consumers, early adapters, upscale adults – and advertisers, who are attracted to the expanded options afforded by satellite and digital/online audio marketing.
87% of America's 12-34-year-olds listen online monthly
81% of 35-54's are online listeners
The 55+ audience is slower to adopt, with just 52% penetration
(Source: The Infinite Dial 2022 - Edison Research/Wondery/ART19)
(Source: Digital media trends, 15th edition, Deloitte 2021)
(Source: Edison Research Share of Ear, Q3 2022)
Smart Speakers / Voice
(Source: The Smart Audio Report 2022 - Edison Research)
(Source: The Smart Audio Report, Spring 2022)
(Source: Open Voice Network; Vixen Labs; June 2022)
(Source: 2022 MRI-Simmons Spring Doublebase)
Audio Podcasting
(Source: About.com)
(Source: Forrester, Weigh The Pros And Cons Of 11 Emerging Marketing Channels, 2020)
Satellite Radio
(Source: SiriusXM Radio, Q3 2022)
Be sure to read this article: Time With Radio is Time Well Spent. In Spanish: El Tiempo con la Radio es tiempo bien invertido.
Digital Audio
Satellite Radio Advantages
Satellite Radio Disadvantages
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. 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:
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