Guide to Radio

Radio is #1 in reach, leads in ROI and boosts overall media plan performance. 
With a combination of TV and Radio you will gain efficiencies, improve recall, optimize your media spend, and reach a larger number of people with increased frequency. ​

Radio is America's #1
reach medium.

Nielsen Audio-State of the Media: Audio Today 2017, June 2017, P6+

Radio delivers
superior ROI.

Nielsen Studies 2014-2016

People in new cars choose radio
over streaming 13:1.

Edison Research, Share of Ear Study, 2017, Listening Habits of New Car Buyers (2015-2017 car models), Adults = P18+

Radio is both
mass appeal
and diverse.

Source: Nielsen RADAR 136, March 2018 (Continental US) + Nielsen National Regional Database, Fall 2017 (Alaska & Hawaii). Mon-Sun Mid-Mid. Weekly Cume, Audience and AQH Share.

Radio creates
overall campaign
awareness lift.

Sources: Nielsen AFI study 2015; New Research/IAB 2016 case study; series of studies by Nielsen for 4 advertisers in BtoB, Auto Aftermarket and Motorcycles 2015-2016]

Radio directly impacts
purchase decisions.

Source: Nielsen Audio, Radio (Re)discovered: A Brand Managers Guide To Radio, 2017

Radio
amplifies
TV Ad
memorability.

Source: Nielsen Audio, Radio (Re)discovered: A Brand Managers Guide To Radio, 2017

Enter your email below for a downloadable version of this guide in PowerPoint.  

Visit entercom.com/insights