19 December 2019

Radio is still an important medium and here is why


MTV and The Buggles might have claimed that video killed the radio star in 1980, but nothing could be farther from the truth. Despite the rise of both television and the internet, radio remains a top medium for advertisers and consumers, second only to television even in the year just about to finish. Radio and music is huge for media and local Cheltenham Nightclubs locations like the ones found at sites like www.undertheprom.com/  as the dj would of started by simply mixing his/her records live in the club and then moving on to become presenters on live radio.  Here is a brief rundown on what radio offers in real terms, and why you should pay attention.

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Radio for advertisers

According to the Nielsen Total Audience Report from Q4 2016, the total weekly news minute consumption was in excess of 10.5 billion minutes for radio, totalling almost twice that of computer and smartphone consumption combined. Not only that, but radio consumption actually increased between 2015 and 2019, from 9.6 to 10.5 billion minutes per week.

The average individual in the US listens to almost two hours of radio per day, giving audio broadcast over traditional AM or FM radio a reach of almost 90%, compared to 96% for television, or the 31% of the next nearest competitor, online audio and video. According to the UK radio trade organisation, Radiocentre, the return on investment for radio advertising is £7.70 per £1 spent – again, second only to television.

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What keeps people listening?

Obviously, radio has a massive reach for advertisers, but what is the draw of radio over newer mediums?

First, the obvious is people on their daily commutes. Radio, especially talk radio, still vastly surpasses other audio formats for drivers. Talk radio, in general, is the top radio format, with almost 10% of the market share, followed by contemporary pop, with just over 8%.

Radio remains extremely popular for music enthusiasts, as it tops the charts measuring music discovery by miles. Traditional AM/FM radio holds 47% of the music discovery market, with a further 19% through apps or radio over internet, meaning two thirds of all music discovery still happens through the medium of radio.

While television is the top medium for advertisers and consumers, radio remains a close second, and is still seeing year on year increases, keeping it far from obsolete. Even with mediums like the internet increasing, radio remains relevant through internet broadcast and apps, and shows no sign of slowing.