It’s 2020! And at Media Partners Worldwide we are still experiencing a lot of interest in radio and audio, and with life life-changing technology at our fingertips like our smartphones, AirPods, voice assistants and smart speakers, it continues to thrive and be the king of mass reach!
According to Nielsen, Radio is still the #1 reach medium, and has held its top position consistently for 16 quarters. Moreover, mobile devices, streaming, and podcasts have fueled the demand for content that can go wherever the consumer goes.
So what trends do we see in 2020?
Fragmentation of all media not affecting radio
Radio may be the king of mass reach, but it also commands a majority of our attention. In Nielsen’s Total Audience Report Q2 2019, time spent with radio among adults 18 and older is nearly 12 hours per week, while adults spend just under six hours a week with their TV-connected devices. They say we’re living in the golden age of TV, but there are only so many hours in a day one can set aside for binge-watching. Radio is there to entertain and inform when you are in your car, at the gym or wherever you go, helping to keep AM/FM radio as the #1 in-car entertainment choice.
Political Season with News/Talk driving the listening
Even though, pop music and country is reaching more of the younger audience, News/Talk was by far the most listened to genre last year according to Nielsen with a 9.5% share of listeners among persons 6+ in 2019. Though it’s held the top spot among general audiences for almost a decade, listening typically spikes around key election years, and 2020 will be no different. Radio has proven itself as a trustworthy resource for consumers who want to stay informed at the global and community level, and as usual, radio will not disappoint.
Looking to reach loyal, highly-involved listeners? Media Partners owns inventory on many News/Talk network that are jam-packed with top stations across the country.
Demand for Attribution on Radio
Attribution is a buzz word for 2020 and what everyone is looking for and wants with radio/audio.advertising has made it easy for marketers to precisely track campaign response, and that granular level of detail has raised the bar for other media platforms. At Media Partners Worldwide, we provide our ADTRACTION software so we can measure and pinpoint how your campaigns drive traffic to make smarter creative and media buying decisions, so you can get the most of your dollars spent.
Radio is still relevant as a medium for many advertisers, with less fragmentation, more attention and now attribution is possible.