MERCADEO Versión en español
Radio still a great way to reach local consumers
Patricia Molina| 11 de diciembre de 2013
La radio es uno de los medios más sintonizados
Todays consumers have a growing variety of devices and ways of accessing content, having the option of doing it any time, anywhere, even as marketers struggle to win their attention.Nonetheless, throughout the frenzied race to catch customers, advertisers have had a permanent ally for a long time that even today remains a great way to launch new products: radio.According to Nielsens Q3 Cross-Platform report, radio continues to play an important role in the lives of Americans, particularly for those who go to work and come home every day.The average U.S. radio listener has the radio on at least two hours a day, information that was revealed by a study that determined when consumers are connected to the different media.Oddly enough, radio listening reaches a high level in the morning, peaks around noon, and remains constant through the afternoon, after which people basically watch television. From morning until the early hours of the night, approximately two-thirds of the radio audience is away from home.In general, more than 90% of the U.S. population listens to the radio every week, a proportion that is even higher for African-Americans (92%) and Hispanics (94%).The local nature of radio programming refers to both content and store activities. Ads often nab radio listeners just as they are about to go shopping, with information that can influence their decisions.
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