Radio has largest reach in peak shopping hours


ArbitronTake this one with you on sales calls as the holiday season is quickly approaching: AM/FM radio delivers the largest reach during the time periods immediately prior to peak shopping hours during the average day among Adults 25-54. This, according to a study commissioned by Arbitron and presented at the NAB Radio Show in Dallas. Radio’s reach together with its ability to deliver the “the last word” during the crucial pre-shopping hours make it highly valuable for advertisers who are looking to maximize ROI in a fragmented media environment.

Said Bill Rose, SVP/Marketing, Arbitron: “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.”

As well, radio continues to dominate the audio entertainment landscape, and out-delivers web, social networking or mobile usage.

“Where Radio Fits: Radio’s Strengths in the Media Landscape” examines the continued strength of AM/FM radio among Adults 25-54 and the advantages radio delivers over other media outlets.  The study also looks at where consumers are accessing various media platforms and the emotional impact these media have on users.

Key findings:

–AM/FM radio is the strongest pre-shopping medium, reaching 31% of 25-54s during the hour before the peak shopping period (1-2PM).  AM/FM Radio’s reach during this crucial decision making hour is nearly twice that of live TV (17%).

–AM/FM radio delivers 86% of the total time Adults aged 25 to 54 spend with the three main audio platforms. AM/FM Radio delivers nearly eight times more time spent than satellite radio and seventeen times more than internet audio streaming.

–AM/FM radio is the second most widely consumed of the top media platforms. During the average day, radio reaches 59% of adults aged 25 to 54, second only to television, which reaches nearly 80% of these adults. Trailing radio are the Internet (49%), social networking (19%), mobile web/app usage (16%).

–AM/FM radio adds considerable reach to other media platforms.  When combined with live television, radio adds an additional 14% reach of adults aged 25-54 and an additional 60% when combined with Internet

–AM/FM radio is heard by a variety of decision influencers with 43% of respondents aged 25 to 54 saying they listen with their children, 38% listen with their spouse or partner.

The study, conducted in conjunction with MBI Touchpoints, measured the media consumption, consumer activities, social setting, location, and mood/emotions of 2,000 persons age 18-64.  The study was conducted in two waves from Oct 2010-March 2011 and Aug 2011-Jan 2012.  Touchpoints captured its data using a proprietary mobile app for tracking consumer behavior.