According to a recent study by the Council for Research Excellence, 77% of adults are reached by broadcast radio on a daily basis, second only to television. Among the coveted 18-34 year old target the percentage jumps to 80%. (“Radio Dominant Audio Device”, 2009).
As we have discussed in class, radio provides well-defined audiences on a local basis, and a 92% retention rate during commercials, at a low out-of-pocket cost. (“Radio Listeners Stay Tuned During Commercials, 2006).
Yet, CBS radio revenues fell -19% in the third quarter; and their predicament is not unique as the entire category experienced a -20% drop. (Sass, 2009).
If we are all still listening to radio, why aren’t advertisers continuing to advertise on it? Do you find radio advertising less persuasive than other forms of advertising? Have you ever bought something after hearing a radio ad?
Radio Dominant Audio Device. (2009, November 9). firstname.lastname@example.org. Retrived via email November 9, 2009.
Radio Listeners Stay Tuned During Commercials. (2006, October 23). Adweek.
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Sass, E. (2009, November 6). CBS Radio Revenues Fall 19%. mediapost.com. Retrived November 11, 2009, from