In today’s Age of Digital Advertising, radio ads are still thriving and a great medium to reach target audiences. A very important market for radio is in developing countries where television and digital ads via the internet are not able to reach. Radio is also great for reaching daily commuters who will spend anywhere from one to three hours in the car listening to the radio.
In the article “The Enduring Power of Radio in the Age of Digital“, 5 interesting facts are highlighted on global radio use:
1. 95% of the World’s Population Uses Radio: This means that only 5% of the world’s population does not use radio. Radio gives the ability to deliver a message to the vast majority of the world’s population with one medium.
2. Most Households in Developing Nations Have Radio: Developing Nations are just that – still developing. These nations most likely do not have televisions or the internet readily available to them. This also includes communities within the US where the internet may not be able to reach. Radio plays a key role in reaching audiences in developing nations.
3. Radio is the Only News Medium on the Rise in Russia Since 2008: Interesting fact that all traditional news mediums, besides radio, have been on the decline in Russia. Russian audiences seem to be gravitating more towards radio as their news source, as “daily audiences have risen 4% since 2008.”
4. Radio Signals are More Reliable: We’ve all experienced problems with cable signals, cell phone carrier signals and internet connections. Certain parts of the world are unable to get various signals due to geographical obstructions. Where these signals are unable to reach, radio airwaves are able to get to. In the Phillipines, “radio is considered the most reliable medium for distributing news in the Phillipine’s rural interior.”
5. AM/FM Still More Popular Than Online Streaming: One great example of this is listening to baseball on the go. AM Radio is a great medium for this because it’s easy to take with you anywhere. Ads carried on these stations are able to reach a certain audience. Radio signals are also more steady and reliable whereas streaming on the internet can result in buffering issues and lag time. “Americans adults listen to eight times more AM/FM radio than satellite radio and 17 times more than internet audio streaming.”
As technology changes, advances in digital are made but radio still endures.
Laia Wong
Just Media, Inc.
