I'm a firm believer in the theory that nearly every radio station has enough listeners to make a good ad campaign work.
So as I get information like what is being released this week regarding how many people listen to the radio each week, and who they are, I must caution you that it is the message and the campaign that determines the results, not just the number of listeners.
Coming up in the near future, I'll share with you the formula for using radio for your ad campaign that is the most effective
That being said, here's a story from Tom Taylor of Radio-Info.com:
Arbitron’s new RADAR study shows the results for college-educated Americans and “multi-taskers.”
Is Arbitron keeping an ear on the Edison Research study about radio disproportionately losing Time Spent Listening among those holding a college degree?
Seeing that turned into a New York Times “Drilling Down” graphic last week probably made the RAB’s Jeff Haley and others wince.
The second paragraph of yesterday’s standard pre-RADAR press release from Arbitron deals with that very population group: “96% of adults age 18-49 with a college degree and an annual household income of $50,000 or above tune into radio over the course of a week.
RADAR Network affiliates reach 85% of this coveted demographic. They also reach 85% of adults 25-54 in households with a college degree and an annual household income of $75,000 or above.”
RADAR is the quarterly sales network ratings service and we should be seeing those numbers – RADAR 97 – a week from today.
The other focus of the pre-RADAR release is on younger Americans, whose listening declines also were exposed in the Times’ “Drilling Down” segment.
Arbitron admits there are “fewer young listeners, ages 12-17”, but says network radio “reaches the ad-elusive and media multi-taskers, adults 18-34.”
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