Harker Bos Group Media Minute – Radio is Top in Ad Effectiveness
In this week’s Harker Bos Group Media Minute we wanted to explore the effectiveness of advertising in various mediums. Specifically, we wanted to know whether advertising in a particular medium made one more likely to consider purchasing a given product or service. We asked over 2,500 radio listeners nationwide to rank the top 3 sources that are most likely to make them consider using an advertised product or service. The results of our query are decidedly in radio’s favor and an indication of overall industry health. Without ad dollars radio would not exist. Fortunately, advertising on the radio is quite an effective way to have listeners consider purchasing your product or service.
Let’s jump right into the data.
Graph (below): When you think about advertisements for products or services, please rank the top 3 sources that are most likely to make you consider the advertised product or service. 1st Choice
Naturally, there is going to be some bias among self-reported radio listeners stating that advertising on the radio will make them most likely to consider using an advertised product or service. However, it still bodes well for radio in a tech-saturated culture that radio remains the clear advertising juggernaut among declared radio listeners. Radio’s ad effectiveness is virtually double that of audio streaming’s – the presumed existential threat to the radio industry. This threat of audio streaming has never actually materialized in significantly diminishing the cultural footprint of radio. Unlike the cable vs. streaming, where video streaming is gradually chipping away at video’s terrestrial format, radio has demonstrated marked resilience in the face of digital audio streaming. Podcasts hardly register (4%) on the ad effectiveness front among radio listeners, probably because everyone skips them.
Thanks for tuning into this week’s edition of the Harker Bos Group Media Minute!
Study Profile:
Study Conducted in July 2024
2500+ Radio Listeners
Nationwide Sample
Male/Female
All Ethnicities/Races
Ages 18+