The one medium surviving digital disruption is…

RADIO IS THE ONLY FORM OF TRADITIONAL MEDIA THRIVING IN THE AGE OF DIGITAL DISRUPTION.

  

According to a new study by DELOITTE (full report below), radio is dodging the digital bullet and showing incredible resilience while other forms of traditional media continue to wane, particularly with younger audiences.


"At current rates of decline, in fact, American 18-34 year olds will likely spend more time listening to radio than watching traditional TV by 2025." Deloitte Insights, 2019

  

WHY?

Radio is surviving digital disruption because of its revenue, reach and resilience.


REVENUE

It still delivers one of the strongest returns on ad spend in all of media.


$8 to $1 

Return on ad spend

Source: 04/16/2018; Nielsen Sales Effect Studies

  

REACH

Radio is the #1 mass reach medium across adults and millennials. (see image for graph)

  

RESILIENCE 

Radio has maintained its reach over the past 5 decades, despite the influx of new media eroding other forms of traditional media. (see image for graph)

  

So stop worrying about cord cutters and print disappearing. iHeartMedia reaches 9 out 10 consumers at home, at work and on the go. 


If you're ready to invest in the most resilient medium, we're the ones you want to talk to.

Graph #1 Wkly Reach % of Pop. 18+ v Mill.
 |
Graph #2 % of Pop. using Brdcst Radio Wkly 1970-2018

Graph #1 Wkly Reach % of Pop. 18+ v Mill. | Graph #2 % of Pop. using Brdcst Radio Wkly 1970-2018

More About Podcasts

 

The Podcast Consumer 2018, the latest in Edison’s annual study of the medium, contains all new data on podcast users in America, derived from the Infinite Dial 2018 study (conducted in partnership with Triton Digital), The Smart Audio Report from NPR and Edison, and the latest from Edison’s Share of Ear® research. This report charts the rise of podcasting over the past decade, and also includes new, unreleased information on the following:

  • Demographics
  • Podcast Consumption
  • Device Usage
  • Social Media Behaviors
  • Smart Speakers and Podcasting
  • The updated Share of Ear® for podcasting

Findings of this report include the following:

  • Podcasting is growing: monthly listeners grew from 24% of Americans 12+ to 26% year over  year.
  • Podcast listeners are more likely to own a smart speaker.
  • Listening in vehicles is growing.
  • Podcasting’s Share of Ear has doubled in four years.
  • Podcasts are the number one audio source by time of consumption among podcast listeners

Check out the report here

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