What TV Upfront Signifies for Radio

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Pierre-BouvardWe’ve been reporting television owners are beaming about this year’s upfront, when the bulk of primetime advertising time is sold.


Pierre Bouvard, Chief Insights Officer of Cumulus/Westwood One, says TV’s good fortune will have a halo effect on radio too. Reach, ad load and ROI were big themes.

Television and AM/FM radio have the largest weekly ad reach of any media with radio reaching 93% of the population weekly and TV 86%, according to Bouvard.

Feeling the competition from on-demand digital video sources, several television producers and distributers intend to cut their ad loads. AM/FM ad loads are actually lighter than television, at 8.6 minutes of commercials per hour versus 11.7 commercials per hour for TV.

Broadcast ads really get to air and real people are exposed to those ads, not bots, he blogs. This refers to an issue we’re covered, that of fraud exposed in digital media, leading some advertisers to return to broadcast TV.

TV has a halo effect on the ROI of short-form video, search, and display.  AM/FM radio has a similar halo effect on media plans. Among those aware of a radio brand campaign, recall of all other elements of the media plan are elevated.


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