Overall, the bigger the audience, the more people will see your branding message.
While radio advertising revenues have struggled to return to its peak in 2006, there has been some modest growth in the last year. Additionally, researchers have noticed that more Americans have been documented listening to radio recently; therefore, the reach of radio has increased.
According to MediaPost, Arbitron released findings from its RADAR 109 report. The recent report recorded the overall audience from both national and network radio. Forty-eight Arbitron markets using the Portable People Meter were surveyed.
Findings showed that people aged 12+ had a broadcast radio audience reach increase from 239,493,000 in June 2010 to 241,468,000 in June 2011. That is roughly a 1% rise. In the same time period, people aged 18+ had an audience swell of .9%, and people between the ages of 18 and 39 increased by .5%.
Overall, the bigger the audience, the more people will see your branding message. The expanding audience mixed with radio still climbing back from recession, which can give room for strong negotiations, can give advertisers a good platform for advertising.
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