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Radio Dominant Audio Device

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Nielsen the ratings research powerhouse released a media study showing radio as the dominant audio device. (The inside skinny: Nielsen has recently picked
up numerous broadcast radio groups as clients in the wake of a mass exodus from costly legacy radio ratings and research provider Arbitron. Guess it doesn’t hurt spend some coin for a study that supports the business of your new clients.)

Radio Dominant Audio Device

by Jack Loechner,

According to a Nielsen analysis of a media study conducted by the Council for Research Excellence, 77% of adults are reached by broadcast radio on a daily basis, second only to television at 95%. The study found that Web/Internet (excluding email) reached 64%, newspaper 35%, and magazines 27%. And, in a deeper analysis of audio media titled “How U.S. Adults Use Radio and Other Forms of Audio,” Nielsen found that:

90% of consumers listen to some form of audio media per day

The 77% who listen to broadcast radio surpass the 37% who listen to CDs and tapes and the 12% who listen to portable audio devices.

Almost 80% of those aged 18 to 34 listening to broadcast radio in an average day.

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Case Study: Redstone Properties

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Background

Redstone Properties develops and markets waterfront property in regions throughout the Northeast and South. Their sales centers are located near the properties and the local offices work together with a centralized marketing team to generate leads from a 50-150 mile radius of the development.

Problem

Redstone found an increasing need to use Television, Cable and Radio, to supplement their print, direct mail and online activities. Due to the numerous markets they work in and the need for quick turn-around in their fast paced business, Redstone found it impossible to handle all of the creative and buying responsibilities.

Solution

AIM prepares media plans on a quick turnaround allowing them to buy multiple markets quickly and efficiently. AIM uses local media contacts that offer better pricing, packaging and inside market knowledge, giving Redstone an edge. AIM also worked to develop D.R. TV tracking strategies to drive down the cost per lead and help deliver increasingly greater ROI, essential in a challenging economic environment.

Result

Redstone is able to focus on their core marketing needs, freeing up personnel to handle essential sales and marketing support and development of new strategies.

Categories : Case Studies