2018 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. ​
THE FACTS ABOUT RADIO
Radio is America's #1
reach medium.
weekly listeners
Nielsen Audio-State of the Media: Audio Today 2017, June 2017, P6+
Radio delivers
superior ROI.
major categories
Nielsen Studies 2014-2016
People in new cars choose radio
over streaming 13:1.
people in cars


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.
millennials generation x teens boomers hispanics blacks
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 IN THE MEDIA MIX
Radio creates
overall campaign
awareness lift.
mobile internet
newspaper
outdoor
pc internet
direct mail
television
mgazine
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.
purchase decisions
Source: Nielsen Audio, Radio (Re)discovered: A Brand Managers Guide To Radio, 2017
Radio
amplifies
TV Ad
memorability.
higher awareness
Source: Nielsen Audio, Radio (Re)discovered: A Brand Managers Guide To Radio, 2017
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