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- NASCAR Cup Series Racing
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Ads On AM/FM Radio Most Likely To Hold Attention, New Research Shows.
It’s official: advertising on AM/FM radio passes the sticky test.
The results of a MARU/Matchbox study conducted last October in conjunction with Canada’s Signal Hill Insights show that ads on over-the-air AM/FM radio stations are least likely to be tuned out or avoided by consumers, with just over a third saying they never do so, or do so less than half the time. Based on the results of the survey taken among more than 1,500 people in the U.S. age 13 or over, that’s the highest level of attentiveness for any medium, with streamed AM/FM stations also among the four stickiest, along with print and podcasts.
“ Of all media, AM/FM radio ads are number one for being noticed and holding attention,” Pierre Bouvard says in the latest edition of Westwood One’s “Everyone’s Listening” blog, explaining why these ads show a higher attentiveness level than those on free online streaming services such as Pandora and Spotify, which are “background music at home, while AM/FM radio is consumed out of the home while consumers are commuting, shopping and working. Listeners say AM/FM radio is more audible than Pandora and Spotify: 30% more say they ‘can hear what people are talking about’ listening on AM/FM radio vs. Pandora and Spotify. More foreground and more engaged.”
Also notable in these results is that consumers are far more likely to skip ads on social media and digital platforms such as pop-ups and online video, which runs counter to what media agencies and brands thought, based on a Cumulus-commissioned Advertiser Perception study of 300 of them in December, where six in ten thought consumers concentrate a lot on social media. “Traditional media impressions are worth more than digital impressions,” Bouvard says. “Linear TV, print, and audio enjoy much stronger attentiveness than digital platforms. Consumers notice ads in traditional media more and skip ads less.”
Additional research from Signal Hill asked Canadian listeners about the key benefits of each type of audio, comparing AM/FM to streaming services, podcasts and owned music, which also show the benefits of radio ads. “Advertising works so much better in AM/FM radio and podcasts because consumers use them to learn, to be connected, and to get information,” Bouvard says.
Radio, The Original Social Media, Reaches Consumers Facebook Doesn’t.
Facebook is increasingly becoming a place for fair-weather friends, especially among younger users of social media. This is good news for AM/FM radio, which still reaches that younger demo and can give advertisers on Facebook that extra exposure, according to research presented in Westwood One’s latest “Everyone’s Listening” blog.
“All of Facebook’s audience erosion is coming from young demos, persons 12-34, who are horrified that their grandparents are the fastest-growing audience segment on the platform,” Cumulus Media Chief Insights Officer Pierre Bouvard says, citing figures from Edison Research showing a 9% decline in users 12+, driven by a 28% fall in 12-34s while users in the 55+ segment are up +16%.
At the same time, Nielsen Scarborough shows AM/FM radio reaches 56% more persons 18+, 47% more 18-34s and 43% more 25-54s than Facebook, and an even greater percentage more of each of those demos than other social media sites.
So how can radio come to the rescue of Facebook advertisers looking to grab those lost users? Cumulus’s Bouvard points to an Interactive Advertising Bureau (IAB) study showing AM/FM radio ads have a greater level of engagement than social media, which had the lowest level of consumer concentration. Additionally, ads are exposed more frequently on AM/FM than Facebook, given the average daily time spent among persons 25-54 is 1 hour and 22 minutes, twice that of social media (40 minutes), according to Nielsen.