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The Vital Few (Part 2)

September 11, 2012

Last week we talked about how a “vital few” can contribute more than their fair share to a given outcome. The same can be said for radio, with First Preference listeners contributing a disproportionately large share of the average station’s time spent listening.

As a reminder, there are two main reasons why heavy users can be especially valuable to advertisers:

  1. They have an emotional relationship with the medium.
  2. They will receive a given advertising message more frequently.

We then profiled the heavy radio user, and also learned that a lot of desirable consumers are more likely than average to be heavy radio users.

The next step, then, is demonstrating why heavy radio users are more valuable than heavy users of other media. That’s easier than you might think – heavy radio users outperform heavy TV and newspaper users where it counts: demographically, socioeconomically, and purchasing/product usage.

Check out these facts, all based on Adults 18+:

  • 59.0% of heavy radio users are ages 25-54, compared to 45.0% of heavy TV users and 33.5% of heavy newspaper users.
  • 17.9% of all Adults 18+ who have annual household incomes of $75,000 or more are heavy radio users. This is more than both heavy TV and newspaper users.
  • 16.1% of all Adults 18+ with a college degree or more are heavy radio users, beating out heavy TV and newspaper users.
  • Heavy radio users are 16% more likely than the national average to be planning to buy a home within the next two years. Both heavy TV and newspaper users underperform in this category, with respective indices of 96 and 74.
  • 41.2% of heavy radio users spend $150 or more at the supermarket per week, compared to 35.8% of heavy TV users and 34.9% of heavy newspaper users.

Thanks to The Media Audit, you can use these statistics to impress potential advertisers. Research Director, Inc.’s study can be found in our Industry Resources section, under Presentations.

-Anne Doyle, Programming Research Consultant

Source:  The Media Audit, 2011 National Report, Jan11-Feb12, Adults 18+