With the explosion of MP3 players, satellite radio and internet radio, it is understandable that marketers are leery of spending their advertising budgets against “traditional” terrestrial radio.  However, research shows that terrestrial radio is still a relevant and important option for marketers to consider.

Radio continues to be one of the best reach and frequency vehicles available for connecting advertisers with the consumer.  According to an American Media Services survey, 64 percent of adults listen to terrestrial radio daily and 80 percent usually turn on the radio when they get in their car.  Even with the advent of digital media, radio has remained viable by retaining 85 percent of its “time spent listening” levels over the past five years.  People 12 and older listen to an average of 17 hours of radio per week, reaching an average of 235 million listeners on a weekly basis (Source RADAR 102, September 2009).

Radio Spend Brings Cross-Platform Integration
Terrestrial radio is evolving to take advantage of new technology.  Schedules for online streaming, satellite and terrestrial radio can now be integrated for purchase through a radio network. This allows the advertiser to reach their consumers on traditional radio, as well as streaming online, satellite radio and even on their phone.

Premiere Radio Network has created the ad-supported, IHeartRadio application for the iPhone and Blackberry, which allows listeners to download and stream audio on their phones.  Radio networks have also taken promotional capabilities to the next level by including multi-platform sponsorships that involve sweepstakes, sampling, events, magazines and online.  These programs tie back to the purchased radio schedule and allow advertisers to take advantage of cross-platform integrations for a more powerful delivery of their message through radio and multiple channels.

Radio Brings Mass Media Efficiencies
Radio is one of the most efficient, mass-reach mediums available to advertisers.  It can reach people in areas where other media vehicles cannot.  And perhaps most importantly, radio is an evolving medium that has kept pace with new technology by offering online streaming, phone applications and mutli-platform promotions.

By: Sara Eiser, Local Broadcast Buying Strategist
       Lisa Showalter, National Broadcast Buying Strategist