Radio Today

Nessman
There’s no question that word-of-mouth marketing is the most cost-effective way to promote your business, but most businesses still spend at least part of their ad budget on the more traditional media.  With the hundreds of choices available today including cable and satellite TV, the internet, and more print media than you can count, 93% of all Americans 12 years old and older still listen to radio every week.

According to Arbitron, the radio ratings people, "no other medium-electronic or otherwise-claim as many weekly consumers as radio does."  The percentage of people listening to the radio remains nearly constant from age 12 through age 64.  Even so, nearly 85% of women and 87% of men 65 and over still listen to the radio at least once a week.

The 2006 edition of Radio Today from Arbitron breaks down the various radio formats
by geographic area, age, gender, time of day,ethnicity, and other factors.  Some of the statistics are no-brainers
.  For example 87.3% of "all sports" radio listeners are men.  Some are
less obvious, even surprising. You could  probably guess that "country"
radio ranks highest in the south central states (TX, LA, OK, AR, MS,
AL, TN, KY) but you might not think that the second highest "country"
share belongs to the west north central states (ND, SD, NE, KS, MO, IA,
MN).

You might also be surprised that only 30.2% of "country" listeners describe themselves as "blue collar". 

Given
the political nature of "news/talk/information" radio, you might think
that it would pull big numbers on the east coast, but only the New
England region has higher than national average ratings for the format
with the south Atlantic region, which includes Washington, D.C., having
ratings just 89% of the national average.  Not surprisingly though, the
format’s listeners have high household incomes.

You can download and read the full report from the Arbitron website. 

If
you want to maximize your advertising dollars (and who doesn’t), it’s
worth taking a look.  Besides, your radio ad salesman will think you’re
really smart when you pull it out of your desk.

For a lesson in how NOT to run a radio promotion, click on the picture above.

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