9-21-12
AMFM radio has the largest reach in the times immediately before peak shopping hours, says Arbitron, with radio outdelivering the Web, social networking, and mobile among adults 25-54 during the average day. The "Where Radio Fits: Radio's Strengths in the Media Landscape" study was commissioned by the RAB and NAB and presented at the Radio Show.
AM/FM reaches 31 percent of 25-54s during the hour before the peak shopping period of 1-2 p.m., nearly twice the reach of live TV (17 percent). Additionally, the study found that AM/FM delivers 86 percent of 25-54s' time spent with the three main audio platforms (radio, satellite radio, and Internet streaming).
Arbitron also reports that radio reaches 59 percent of adults 25-54 during the average day, second only to television, which reaches almost 80 percent. The Internet reaches 49 percent of 25-54s, social networking 19 percent, and mobile 16 percent. Combined with live TV, radio adds another 14 percent to reach; combined with the Internet, it adds 60 percent.
"Radio's consistently large reach, together with its ability to deliver 'the last word' during the crucial pre-shopping hours, makes it highly valuable for advertisers who are looking to maximize ROI in a fragmented media environment," Arbitron SVP/Marketing Bill Rose said. "This study, along with the more granular data Arbitron is providing to agencies and modelers, should help reinforce radio's strength in the marketing mix."
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