Increasingly, clients are wondering about the power of radio vs “everybody” on social media. Occasionally, it is a good idea to remind your sports radio advertising clients and yourself of the power your sports radio station has in its audience. While social media is the most popular kid in school, they are not headed for Harvard. You, my sports radio-selling friend, have all the advantages that make you a superior option for advertisers.
Your Audience is Engaged and Loyal
Sports radio listeners in the U.S. are incredibly engaged. According to Nielsen, Americans spend over four hours daily on audio, with a significant portion dedicated to radio. Specifically, sports radio listeners average around 3 hours and 24 minutes per week, as reported by Edison Research for ESPN Audio. Sports radio listeners are loyal, providing your advertiser with a reliable way to reach a dedicated audience who spends plenty of time immersing themselves in the station.
Social Media = Superficial Media
When your clients mention that they are buying social media or that they are impressed with the local influencer who has 50,000 followers, point out the average time users spend on social media platforms per day:
– Instagram: 30 minutes, translating to roughly 9 seconds per account if a person is following 200 accounts (I follow about 235).
– X: About 3.39 minutes per session; with two sessions daily, that’s about 1.35 seconds per account.
– Facebook: 33 minutes, equating to about 13.2 seconds per account if following 150 accounts.
These brief interactions pale compared to the time sports radio listeners dedicate to their favorite hosts and shows. This concentrated listening experience means your clients’ ads are more likely to be absorbed and remembered.
Ad Impact
Unlike social media ads, which can be easily skipped or ignored, endorsement radio ads are seamlessly integrated into programming, making them less likely to be bypassed. Who is paying attention when your favorite Insta model starts pitching another pre-workout drink? Is there ANY credibility? Moreover, the context of live radio commentary, analysis, and discussions enhances the relevance and effectiveness of radio ads, aligning perfectly with the listeners’ interests.
Reliability and Trust
Trust is a vital element where sports radio excels. Radio has long been viewed as a reliable news, entertainment, and information source. This credibility extends to the advertisements heard on sports radio. Listeners are more inclined to trust and act on these ads than social media ads, which often face issues of credibility and trustworthiness. What do we know about social media endorsers besides that they want followers to do ads and make money?
Sports radio’s significant listening time, deep engagement, the impactful nature of radio ads, and the desirable audience demographics all contribute to its effectiveness. While social media is essential for specific campaigns, sports radio’s concentrated and loyal audience provides advertisers with a unique opportunity to connect meaningfully with credibility.
Leverage these advantages when presenting sports radio, especially when you hear that social media advertising is some superior vehicle you can’t compete with. We need to educate the masses!
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.
