TV, Radio and then the Web, in that order.
I am a big fan of the Chart of the Day from The Business Insider. This latest one, using data from a Nielsen analysis of a Council for Research Excellence (CRE) study, highlights some fascinating data, especially that the radio “continue[s] to play a major role to all ages”.
Dr. Michael Link, VP of Methodological Research at The Nielsen Company adds “There are a lot of critics out there who want to write off broadcast radio, but this analysis of real-time media consumption shows that it continues to play a very strong role.”
I have to say I am surprised by this. I have grown to love services like Pandora which for a ridiculously low annual fee allows me to create my own radio channels without commercials. Even better if I listen to it for less than 40 hours a month it’s free. I think it’s the ‘commercial free’ part that I really love; along with any TV ad featuring a crying child I have always changed the radio station between songs (or as soon as the ads start).
Clearly I am in the minority. Do you use radio to market? Is it effective?
{ 2 comments… read them below or add one }
Hi Stephen,
I’m not 100 percent sold on the idea that radio is number two to the internet. I’m a little skeptical that because Nielsen is broadcast oriented that maybe the facts are a little skewed, even though Nielsen is supposed to be a trusted source. It seems that everyone these days has an agenda. I have no research to back this up, just a gut feeling. A lot of my commercial clients feel radio is the biggest waste of advertising dollars next to regional magazines.
Best Regards,
Ron
Hi Ron – I agree totally. That radio reaches more people than newspapers and magazine combined just doesn’t feel right. That is reaches more than the Internet seems even stranger.
I also question the effectiveness of radio marketing. My own reaction (to turn the radio off or to change the channel on every commercial) isn’t unique.
The Nielsen bias is an interesting take – nice to see I’m not the only cynic