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Be a Great Advocate for Radio…continued

May 5, 2022

There are so many ways in which you can become (and stay) a great advocate for Radio. One way you can continue your quest is by keeping up with the latest research that supports Radio’s benefits.

Here are some nuggets to add to your Radio Advocacy toolbox…

Edison Research’s Q4 2021 Share of Ear

The quarterly “Share of Ear” study is the authoritative examination of American audio time use. 4,000 Americans are surveyed to measure daily reach and time spent for all forms of audio.

Key takeaways for Radio:

  • AM/FM radio continues to dominate ad-supported audio – 76% share of overall ad-supported audio (and a dominant 40% when subscription-based audio services are included).
  • In the car, radio’s dominance is even more pronounced – AM/FM’s ad-supported audio share held steady at 88% among persons 18+ since 2019.
  • AM/FM radio leads ad-supported listening on smart speakers with a 43% share.

You can get additional nuggets and view the full study here.

Exploring the Brand Benefits of Trust and Companionship in Audio – A study from research firm Magid for iHeartMedia and PMX.

This study combines quantitative and qualitative research to highlight the role that different audio channels play in the lives of audiences when it comes to trust and companionship.

Key takeaways for Radio:

  • Consumers perceive radio personalities as highly relatable, trustworthy, and authentic.
  • 55% of participants said they listen to commercials more often on radio than through any other medium.
  • 53% found radio ads to be more relevant than on any other medium and 51% said they are more trusting of radio and podcast advertisers than on any other medium.
  • Radio listeners are 129% more likely than listeners of other audio platforms to say they listen “to be entertained.”
  • Radio hosts are seen as some of the most relatable and trusted influencers when compared to other verticals such as TV and social.

To read the full article from Inside Radio click here.

Staying up to date with current research to support Radio’s benefits will help you set yourself apart from the rest of the pack of sellers, and your advertisers will see you as the Information Resource. Being their first point of contact gives you an edge over the competition and will help you close more business!

For more information on how we can help you position Radio as a smart choice for advertisers, reach out to us here.

-Karen Morriss, Director of Client Services

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