Network Radio Generates Greater Reach Than TV or Digital

Written By

Liz Iversen

Published On

Thursday, Jun 17
Old blue radio on a wooden table outside.
We wrote last week about how adding AM/FM radio to Pandora and Spotify buys can triple your campaign’s reach. Now, a new blog post by Cumulus Media/Westwood One Chief Insights Officer Pierre Bouvard explains how network radio is also the “reach accelerator” for video and digital.

Television audiences are down dramatically. According to media research firm MoffettNathanson, pay TV penetration has dropped from 89% of U.S. homes in 2009 to 60% today, and two out of five Americans are now outside the pay TV ecosystem. MoffettNathanson expects traditional TV ad spend to decrease by $3 billion over the next five years due to sinking impressions.

Advertisers looking to replace their lost TV audiences may turn to digital and social media, but an analysis by Nielsen Media Impact reveals that this shift often results in no increase in incremental reach. And shifting the media plan from linear TV to connected TV resulted in only an +8% increase in reach.

So where should advertisers place budgets shifted from TV? “Network radio is an affordable option that generates significant levels of monthly reach,” says Bouvard.

When network radio generates greater reach versus the same investment in TV and digital, why put your money anywhere else? To achieve the greatest reach for your campaign, contact SMI today.

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