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SURVEY SHOWS RADIO DELIVERS FOR ADVERTISERS

RMB Release

A comprehensive research study recently completed by Foundation Research provides further evidence why so many national and local advertisers are turning to radio to reach their target customers.

 

Some of the highlights showing how radio adapts to the lives of busy Canadians from this national study of 1,028 consumers include:

 

  • Radio accounts for 1/3 of Canadians daily media time.
  • Canadians increased their daily radio listening in the last year by 5% to 2.3 hours per day.
  • Hard to target groups like higher income adults and working women listen to radio daily, spending more time with radio than any other medium.
  • Radio is the most compatible medium with the internet as 42% of adults 18-49 listen while on-line, either directly or streaming.
  • On average 80% of Canadians listen while driving to and from a shopping trip and 60% identified radio as the last medium they were exposed to before a purchase occasion.
  • Radio ads are heard! Only 26% of adults indicated that they avoided radio advertising - the lowest of all media, 10 points lower than the closest competitor.

 

"Foundation Research results," states Gary Belgrave, President of the Radio Marketing Bureau, "further support the role that radio plays within successful advertisers' integrated media plans." Additionally, Gary indicated that the Foundation Study contains critical implications that advertisers should consider in future planning:

 

  • Radio offers advertisers consistent market presence for brands ? listening is ubiquitous, frequent and in tune with Canadian's lifestyles.
  • Radio is an ideal medium for targeting hard to reach consumer groups.
  • Online radio is emerging as a new listening channel, creating fresh opportunities for advertisers to engage consumers.
  • To optimize return on investment, advertisers can capitalize on radio's influence close to the point of sale and its low ad avoidance.

 

To find out more about how radio connects, engages and delivers Canadian consumers visit www.rmb.ca.

 

Click here for the Foundation Research study.

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