By John Hunt, General Sales Manager, 92.1 The Wolf, Movin 100.3/96.5, 95.3/103.9 The Dinosaur And Fox Sports 1490AM

In my opinion, the most interesting aspect of this job can be the perception of radio in the market. Not just the general public perception, but the perception of local businesses in regard to radio as an advertising medium or marketing component. Many local businesses have kindly offered us testimonials in regard to their experience and results with radio on However, there are many businesses that have not yet embraced the full potential radio offers their business. And, after reviewing and researching these myths, our staff came to some interesting conclusions…

Millennials Don’t Listen to Radio

FALSE – Radio has the highest reach for Adults 18-34. 92% of this demographic is reached through radio. Smartphones only reach 83% and TV only reaches 75% of this population group. Source: Nielsen Comparable Metrics Report Q4 2015.

Our Conclusion: Radio overall is a great medium to reach Millennials. Now, be sure the message is honest, emotional and engaging so the content is consumed and absorbed by the listener.

People Only Listen to Radio in the Morning

FALSE – Each week in the 10am-3pm daypart, radio reaches 81% of adults age 18 and up. Also, each week in the 3p-7p daypart radio reaches 83% of adults 25-54 and each week in the 7pm-12am daypart radio reaches 60% of adults in this same demo. Source: Nielsen Audio, RADAR 129, June 2016 (Persons 19+, 18-34, 25-54 and 35-64, Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)

Our Conclusion: Radio has very few time limits. Listeners enjoy their favorite stations when they are out and about or simply want music on in the background at home. Remember, many people work second or even third shifts and enjoy their favorite stations during non-traditional commute times.

Digital Services like Pandora Get Used More Than Radio

FALSE – The initial industry perception was traditional AM/FM Radio receives 55% share of audio time while services like Pandora and Spotify only have 45% of that share of time. The REALITY is AM/FM radio share is NINE TIMES greater than Pandora and SEVENTEEN TIMES larger than Spotify. Furthermore, Pandora only reaches 15% of the total population and Spotify only 5%. Sources: Perception: Advertiser Perceptions, May 2015, 327 advertisers and agencies. Edison Research “Share Of Ear” Q2 2015; daily reach


Our Conclusion: The initial perception is interesting because in our opinion, it clarifies radio/audios biggest strength. The medium is extremely personal, yet at the same time perceived to be larger than life. An individual may believe that since “they” only listen to one particular station (or medium), it makes sense that “everyone” does too. Sensible advertisers know how to separate this perception from the reality of their advertising and marketing plan in order to create a profitable advertising investment for their business.

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