Keeping on top of media trends is one of the most interesting responsibilities of being a Media Director. I have to admit that sometimes I fall into the commonplace view that new media is having a detrimental impact on and even replacing the more traditional media types. Well, that is just not true. Research out from Nielsen this week shows that broadcast is still king. 95% of adults are reached by TV and 77% are reached by radio –and these amazing numbers are on a daily basis. How do the other mediums fare? The Web (including social media) reaches 64%, followed by newspaper at 35% and magazines at 27%.
Additional Nielsen media analysis reports released today (How U.S. adults Use Radio and Other Forms of Audio) dismiss the mistaken idea that radio is a dying breed. This study shows that the use of portable audio devices actually have had a positive effect on traditional radio consumption. Consumers that use portable audio devices like an iPod or other MP3 players actually listen to more traditional radio than their non-iPod toting counterparts. The new technology is enhancing and not replacing the old.
And finally here is a difficult statistic to believe. Radio is still a youth medium. According to Nielsen, the much sought after demographic of adults aged 18 to 34 are still listening to the radio. Every day, 80% of this demographic is tuning in to their favorite stations. These youthful music lovers view radio as the best way to sample new music – for free. Apparently this demographic loves a bargain, just like the rest of us. Another stereotype busted.
"Thanks Sue...I may borrow some stats! I have lately immersed myself in "new media". I'm in the middle of an Internet Marketing Masters and have a free lance client who is very knowledgeable about social media. Anyway, as a long time marketer and hopefully a realist, I often notice things that fit squarely in the "emperor has no clothes" category. Of course it is wildly politically incorrect to point them out. And to that end let me hasten to say, all these great online channels are in fact great! I love them! But integrated marketing communications, and good strategy and the results they bring.... that's greater...and needs to come first!"
January 21st, 2010 at 1:50 pm
"Thanks Mike; the "realist" position is often not a popular place to be, but as you mentioned, integrated markeing and good strategy will always win out."
February 8th, 2010 at 11:18 am