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
Radio is surviving digital disruption because of its revenue, reach and resilience.
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
Radio is the #1 mass reach medium across adults and millennials. (see image for graph)
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
Even as it cut back on overall ad spending, Procter & Gamble has become a voracious radio user, nearly tripling its radio ad volume from first quarter to fourth quarter last year, according to data from Media Monitors. The marketing strategy appears to be working. On Tuesday the consumer packaged goods giant reported its best quarterly and fiscal-year sales growth in a decade.
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