Radio Connects Brands with Light Users of Other Media
KATZ ANALYSIS OF NIELSEN SCARBOROUGH DATA
Current advertisers not using radio are willingly leaving consumers on the table - but they don't have to. Radio offers brands new opportunities for connecting with under-engaged media consumers, those that have little to no meaningful interaction with internet and TV and are therefore likely missed by ad campaigns. Katz's new analysis of national Nielsen Scarborough data explores radio engagement among these overlooked consumers in the bottom two usage quintiles for internet and TV.
RADIO ENGAGES OVERLOOKED CONSUMERS ACROSS DEMOGRAPHICS
4 in 10 adults 18+ fall into the “light user” category for television and internet, unlikely to have any significant exposure to ad campaigns on those platforms. Radio fills that gap for brands, delivering 9 in 10 of the light internet and TV users, offering incremental reach and new ways to engage. The data further reveals some major missed opportunities for brands across demographics as well, which AM/FM radio can efficiently resolve.
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6 in 10 Adults 18-34 fall into the light user category for TV, beyond the effective influence of TV campaigns – radio delivers 8 in 10 of them. Similarly with Adults 35-49, TV campaigns are likely under-engaging nearly half of this demo – radio delivers 90% of them.
51% of Black Adults 18+ fall into the light user category for internet, making them harder to reach by digital campaigns – radio delivers 92% of them. Likewise, with the nearly half of Adults 50+ that are light internet users. And roughly half of all Hispanic Adults 18+ are light users of both TV and internet, making radio a must to fill those reach gaps and engage Hispanic consumers effectively.
RADIO COMPLEMENTS OTHER MEDIA IN THE MIX
Smart advertising mixes include AM/FM radio to complement TV and digital campaigns and fill the reach gap among under-engaged consumers. And radio’s “anywhere and everywhere” nature helps brands overcome gaps in messaging opportunities that arise due to the constraints of other media. Consumers can easily listen in places, such as the car or at work, during activities where and when TV and internet usage is just not feasible. Radio is a powerful asset for campaigns, adding incremental reach and offering new moments of engagement.
