There is no doubt about the explosive growth of digital. But it still has a long way to go to catch up to radio.
We often hear about fragmentation in radio audiences, with some advertisers complaining about there being too many stations in a market. By the way, these same advertisers would be absolutely delighted if a small fraction of the smallest radio audience in town bought from them tomorrow.
Yet I don’t hear the fragmentation complaint in their lust for all things digital.
According to Pew Research, only 65% of adults use social media networks as opposed to the 90% reached by radio each week. And that 65% is spread over Facebook, Twitter, Instagram, Pinterest, LinkedIn and hundreds of other social media platforms.
According to Statista, the statistics portal that compiles data from more than 18,000 sources, radio has a daily reach of 59% compared to the internet reaching 49% of adults daily via smartphones, mobile devices, and computers.
Print lags far behind at 13% daily reach; yet, some advertisers are still attracted to this outdated and costly form of advertising.
And talk about fragmentation…at the time of writing, the internet audience was divided among nearly 1 billion websites (985,440,812 to be exact at time of writing). You can see a live running total of the number of active websites at http://www.internetlivestats.com/watch/websites
The dramatic growth of digital is amazing, especially when reported in percentages, because it wasn’t that long ago when the internet was ‘new media’ starting from zero.
But you need to help your prospects and clients understand the undeniable stability of radio’s reach in an increasingly fragmented media world.
It is conceivable that at some point in the future, digital’s reach could equal radio’s, however many platforms that reach might be spread over. But your advertisers need results from their investments NOW and need to invest directly proportionate to current media reach.
P.S. Click here to inquire how our local TOMA surveys consistently prove the results radio produces for local advertisers.