Tag Archives: Millennials

In case you missed it, a panel discussion at last week’s NAB Radio Show destroyed a number of myths about radio;

  • Myth: “AM/FM radio has very low weekly reach” (Fact: A perception of 64% vs. 93% in reality)
  • Myth: “TV is the way to reach millennials” (Fact: AM/FM radio has a weekly reach of 93% among 18-34-year-olds, compared to 73% for television)
  • Myth: “Audience shares of Pandora and Spotify are almost equal to AM/FM” (Fact: AM/FM radio shares are 8 times that of Pandora and 19 times that of Spotify)
  • Myth: “In the world of the connected car, the number one thing people do is stream online radio on their smartphones” (Fact: AM/FM radio owns a 71% share of in-car audio time among those 18+)
  • Myth: “No one under 35 listens to AM/FM radio any more” (Fact: Nielsen statistics show that millennials account for the largest AM/FM listening audience at 67 million)
  • Myth: “Six out of 10 agencies/marketers believe radio listening is dropping” (Fact: From July 2015-July 2016, radio listening was up 5% for persons 18-34, 6% for those ages 25-54 and 5% for persons 18-49)
  • Myth: “Today’s optimal media plan: Put all your money into mobile and social” (Fact: The Advertising Research Foundation’s Optimal Media Mix proposes a media mix of 78% traditional and 22% digital)
  • Myth: “There’s a total lack of ROI and sales lift evidence for radio” (Fact: The average Nielsen Return on Advertising Spend: $8 for every $1 spent on AM/FM radio)

Are you destroying these myths in your market?

Radio’s Big Surprise

Your clients tend to think of Millennials as permanently attached to their smartphones.

They also tend to think of radio as a medium used mostly by older people, the ones who can’t quite figure out how to work an iPod.

Both of those stereotypes are dead wrong, along with a lot of other ideas about media usage in a must read article published in Media Life Magazine.

The article quotes Nielsen’s most recent total audience report, a quarterly document that tracks media use by different age groups, shatters a number of misconceptions about new and old media use.

It says “It might surprise you to know that more Millennials listen to traditional AM/FM radio each week than use smartphones.”

Nielsen found 93 percent of adults 18-34 listen to radio weekly, while just 80 percent report using a smartphone.

In fact, radio is the most frequently used medium among Millennials. It’s well ahead of TV at 76 percent and PCs at 49 percent.

I recommend that you copy the entire article at this link  http://www.medialifemagazine.com/surprising-facts-about-media-usage/                    and mail, email or hand deliver it to every business on the planet as a third party endorsement of radio’s continuing relevance.

 

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