Suppose you are an audio advertising buyer or seller and want the most effective ways to reach your target audience. Read on. Podcasts, digital and broadcast radio buyers should all review the Q1 “Share of Ear” study from Edison Research that sheds light on the audio advertising landscape. Edison surveys 4,000 Americans annually to measure daily reach and time spent with all forms of audio. Edison also provides most of the election exit night polls for significant TV media outlets. Here are five key insights that can help guide audio buying strategy:
1. AM/FM Radio Reach: AM/FM radio’s daily reach hits with two-thirds of America, while ad-supported digital audio reaches a third. Combined, digital and radio engage 75% of the U.S. audience daily. This broad reach positions AM/FM radio as an essential medium for achieving widespread brand exposure.
2. We’re #1: AM/FM Radio listeners consistently choose AM/FM radio over ad-supported outlets like Spotify and Pandora. If a dedicated and attentive audience is required for your advertisements, there’s nothing like a loyal AM/FM listener base.
3. Leading the Ad-Supported Audio Market: Podcasts and AM/FM radio represent nearly 90% of all audio tuning minutes. Ad buyers can place their ads within the most consumed audio content, sometimes with just one stop to broadcasting companies distributing podcasts and owning terrestrial radio stations.
4. In-Car Audience Dominance: With an 86% share of in-car listening, AM/FM radio is where you reach consumers during their commute. In-car listening is returning to pre-pandemic levels, over 90% back, and radio ads are right there.
5. Politics anyone? AM/FM radio is the leading ad-supported audio platform among registered voters of all political affiliations. This influence makes it an ideal platform for ad buyers seeking to engage with a politically diverse audience, especially during this volatile election cycle. The news/talk audience is growing.
AM/FM radio has extensive reach, audience loyalty, and strategic in-car audio dominance. AM/FM radio is a required element in any successful media plan. AM/FM radio isn’t just an option—it’s necessary for reaching most of America’s daily audio consumption.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
