Radio Advertising
Audio is everywhere these days. It’s available on multiple platforms and devices, and it engages millions of listeners. In fact, radio alone reaches almost 270 million American listeners each week. That’s why Nielsen measures audio and makes it easier for advertisers to effectively value the medium and help determine its rightful place in the media planning mix. With Nielsen’s gold standard of audio measurement, advertisers can reach engaged local and national audiences—successfully using the science of measurement to connect with impassioned consumers to drive business success.
As with all Nielsen research, we are independent and scientific in our approach to radio measurement. Audio plays a large role in people’s media day. Evaluated through the same Nielsen lens as other media using directly comparable metrics, radio reaches more people of every generation than nearly any other content, according to our Nielsen Total Audience report. This report highlights how radio reaches more than 90% of the U.S. population each week.
*Nielson Ratings
Radio
Radio has the human voice to convince
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- 81% of consumers agree that a “human voice can establish a connection like nothing else can.”
- 77% of listeners would try a brand recommended by their favorite radio personality.
Radio drives web traffic
Analysis of 18,200 recruitment advertisements showed that radio ads drove a 19% increase in web traffic.
Radio recruitment ads increased new visitors from ads by 44,300 people and had an average of 2.4 visits per airing. Total new users per the campaign were 2.45 million.
*RAB
Nine out of 10 U.S. adults (18+) use linear platforms in the average week. Live + time-shifted TV viewing reached 88% of persons, while radio had the largest reach across platforms at 92%. Radio also reaches 96% of all Hispanic adults each week.
Over a third of persons use their internet connected devices (including apps on their smart TVs) during the average week, with a higher reach of 43% for Asian Americans. Computer reach is highest with Asian Americans as well, with 71% using the device weekly. Regardless of race or ethnicity, smartphones remain universally popular, reaching four out of five adults while tablets are used by less than half of all adults weekly.
*Nielson Ratings
In today’s digital world, consumers’ path to purchase almost always includes using a search engine. In fact, according to recent Forrester Research data, 71% of consumers begin their journeys by using a search engine to discover new products and services (initiation), and 74% report using a search engine for consideration and purchasing (research, comparison, transaction). One of the most common questions posed to the Radio Advertising Bureau (RAB) by its members and advertisers is: Does radio advertising drive online behavior?
Based upon an analysis of over 2,100 local radio ads across 6 different categories:
• Radio generated an average 29% lift in Google search activity.
• Search as a result of radio advertising is greater on weekdays versus weekends
• Radio driven search is higher during midday hours.
• Quality of radio creative has a direct impact on increased search behavior.
*RAB
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