How do you reach today’s busy consumer when there are so many entertainment choices? As people travel, advertisers can reach them immediately prior to making a purchase decision. How does radio relate to all of the current options for consumers seeking entertainment during their travels?
According to recent research by USA Touchpoints, radio accounts for more in-transit listening hours each week than all other audio sources combined. Radio has a 32% share of consumer travelling time for persons 18-64, more than five times that of satellite radio at 6%, and more than 16 times that of streaming audio, at 2%.
Radio’s share of travel time jumps to 41% for people traveling alone, a finding which highlights radio’s companionship role.
Radio’s weekly reach among travelers is unchallenged, with 70% of USA TouchPoints sample saying they listen to radio while traveling or commuting. Because time spent listening is higher for radio than for other forms of audio, it grabs a disproportionately higher share of listener travel time. Radio’s total weekly reach among adults 18-64 is 85%, compared with 41% for internet streaming audio. Joanne Van der Burgt, Executive Vice President of media at USA TouchPoints, says, “Traditional radio is still a very strong viable media. Other forms of audio are loud in their presence, but they still have a long way to go.”
This new information is from Reality Mine’s cross-platform USA TouchPoints measurement product, which uses an e-diary in which survey panelists enter their media usage, along with other information, every 30 minutes. Radio is defined as AM FM, HD Radio, or streamed local radio stations.
“What this is demonstrating is that radio is a very viable media and continues to be a strong part of the American culture in the way in which consumers operate through their day or through their week,” Van der Burgt says. “The world continues to change but radio remains very strong as it relates to those areas where competitors are trying to infringe on their audience.”
Des Moines advertisers know that radio is free, convenient, and easy to use for listeners. It’s a trusted source of entertainment and information. It provides companionship, particularly when listeners can hear personalities they’ve known for years. Despite the noise made by competing forms of audio, radio remains the best way to reach large audiences of local consumers. Our clients can verify that trusting our radio stations with their advertising investments brings them results.