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America's Radio
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Why Radio?

    • 97% of adults who have attended/graduated from college are reached by radio each week
    • 4 out of 5 adults are reached by car radio each week
    • 2 out of 3 adults listen to radio during TV prime time
    • 80% of adults listen an average of 5 hours each weekend
    • Radio reaches 95.1% of all adults every week
    • 61% of adults have radios at work
    • 53% of professional/managerial men and 64% of full-time working women have radios at work
    • 95% of all automobiles have radio
    • 78% of adults are reached weekly by car radio alone
    • 98% of all households have radio
    • Each home averages 5.6 radios
    • 81% of people over the age of twelve are reached at home every week

Unlike other media, radio is a 24 hour-a-day medium. This means that there's a greater opportunity to reach and motivate consumers - with critical repetition - at numerous times during work and leisure hours. Consistency is important. Radio offers year round dependability.

The closer a media impression can get to the cash register, the better its chance of actually influencing the purchase. A major study found that, among the four primary media, the elapsed time between exposure and the day's largest purchase is shortest with radio.

Source: Starcom Networks

Ten Reasons to Advertise

1. Advertising Creates Store Traffic
Continuous store traffic is the first step toward increasing sales and expanding your base of shoppers. The more people who come into the store, the more opportunities you have to make sales.
2. Advertising Attracts New Customers
Your market changes constantly. Newcomers to your area mean new customers to reach. People earn more money, which means changes in lifestyles and buying habits. The shopper who wouldn't consider your business a few years ago may be a prime customer now.
3. Advertising Encourages Repeat Business
Shoppers don't have the store loyalty they once did. Shoppers have mobility and freedom of choice. You must advertise to keep pace with your competition.
4. Advertising Generates Continuous Business
Your doors are open. Employees are on the payroll. Even the slowest days produce sales. As long as you're in business, you've got overhead to meet and new people to reach. Advertising can generate traffic now... and in the future.
5. Advertising is an Investment in Success
Advertising gives you a long-term advantage over competitors who cut back or cancel advertising. A survey of more than 3,000 companies found that advertisers who maintained or expanded advertising over a five-year period saw their sales increase an average of 100%, and companies that cut advertising grew at less than half the rate.
6. Advertising Keeps You in the Competitive Race
There are only so many customers in the market ready to buy at any one time. You have to advertise to keep regular customers and to counterbalance the advertising of your competition. You must advertise to keep or expand your market share or you will lose to more aggressive competitors.
7. Advertising Keeps Your Business Top-of-Mind With Shoppers
Many people postpone buying decisions. They often go from store to store comparing prices, quality and service. Advertising must reach them steadily throughout the entire decision-making process. Your name must be fresh in their minds when they decide to buy.
8. Advertising Gives Your Business a Successful Image
In a competitive market, rumors and bad news travel fast. Nothing sets the record straight faster than advertising: it tells your customers and competitors that your doors are open and you're ready for business. Advertising that is vigorous and positive can bring shoppers into the marketplace regardless of the economy.
9. Advertising Maintains Morale
Positive advertising boosts morale. It gives your staff strong additional support. When advertising or promotions is suddenly cut or cancelled, sales people and employees may become alarmed or demoralized.
10. Advertising Brings in Big Bucks for Your Business
Advertising works. Businesses that succeed are usually strong, steady advertisers. Look around. You'll find the most aggressive and consistent advertisers are almost invariably the most successful. Join their ranks by advertising and watch your business grow!

SOURCE: Radio Advertising Bureau, Ten Reasons To Advertise

Pros of Talk Radio

The latest radio format study from Scarborough Research, the nation's leader in local, regional and national consumer information, indicates that almost a quarter (22 percent) of American adults 18+ listen to News/Talk radio.

The study reveals that older adults are setting their dials to the News/Talk radio format. The median age of listeners is 52, and almost a quarter (24 percent) of News/Talk listeners are ages 45-54. Adults between the ages of 55 and 64 are 47 percent more likely to listen to the format and seniors 65+ are 50 percent more likely to tune in.

The study also reveals better-educated and affluent individuals are more likely to be News/Talk radio listeners. Over half (52 percent) of listeners are white-collar workers. Individuals with postgraduate degrees are 82 percent more likely to tune in than the market average, and 37 percent of people who have a household income of $250,000 or more listen to the News/Talk radio format. Over 80 percent of News/Talk radio listeners own their residence: Listeners who own a second home are over a third (34 percent) more likely to tune in. In addition, over half (53 percent) of News/Talk listeners have used a Gold or Platinum credit card in the past three months.

Investing is an important trait for News/Talk radio listeners. Close to half (45 percent) have invested in a mutual fund, and News/Talk listeners are 48 percent more likely to use a full-service or discount broker. Long-term investments rank high among News/Talk radio listeners. Twenty-nine percent have an Individual Retirement Account (IRA), and listeners are almost three-quarters (74 percent) more likely to have invested in a Keogh plan.

News/Talk radio listeners like to stay active. Close to two-thirds (63 percent) walk for exercise while over half (53 percent) enjoy gardening. Other leisure activities that rank high among News/Talk radio listeners are swimming (35 percent), photography (28 percent) and bicycling (26 percent). The study also found that adults who enjoy antiquing are 80 percent more likely to listen to News/Talk radio.

"Based on the world's current volatility, Americans' need to stay abreast of local and national news has increased, and many find themselves tuning in to News/Talk radio," noted Howard Goldberg, senior vice president, Radio, Scarborough Research. "Non-News/Talk format stations are now considering their options to provide their listeners with news and information that they had once not offered in the past. This will place an additional emphasis on the News/Talk format stations to meet the programming needs of their core listeners."

Source: Arbitron

Radio Facts and Figures

    • Over 600 million radios in use in the U.S.
    • Average U.S. household has 5.6 radio receivers
    • Radio reaches 96% of people 12 and over weekly
    • People 12 and over listen to the radio more than 3.2 hours daily
    • Over 13,500 registered radio stations in the U.S.

Effectiveness of Radio

    • Mobile medium
    • Captive audience
    • Highly Targetable
    • Great source of news information for listeners

Compiled from M Street Corporation data

WANTED: America's next great talk show host!


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