And country-wide, radio reaches 93% of the adult population weekly. Radio claims 51% of audio time spent by persons 18 and older, compared to Pandora’s 5%. The research shows that AM/FM radio reaches an audience 10 times the size of ad-supported Pandora. Pandora Radio? We looked to a study conducted by Edison Research on how Americans consume audio. How many people will your business’ ad reach on AM/FM radio vs. It may be able to be “personalized”, but Pandora is not “personal”. Pandora does not offer local content for listeners, has few personalities, and engagement is limited. Local news, weather, traffic and entertainment and even contesting creates a bond between listeners and “their station”. Radio stations know that daily commuters are creatures of habit, and they cultivate habitual listening by playing their most popular segments during peak travel times. Radio stations use information and entertaining on-air personalities to engage and retain listeners, especially morning and evening commuter traffic. Listener EngagementĪM/FM radio’s loyal following gives it a clear advantage over Pandora. While both mediums provide advertisers with targeting capabilities, local radio stations possess a deeper understanding of their local market and listener trends, helping business owners reach a more qualified audience. Radio’s variety of narrow and broad targeting options can be used to reach a more reliable target audience, creating a more well-rounded campaign. Because radio is built to attract demographics, advertisers have the ability to target specific audiences by time of day. And, you’ll still pay for it.īroadcast radio stations provide formats that attract certain types of people, or specific demographics.
If this user moves off to college or to another state, this can mean delivery of your messages are being heard in the wrong geography.
Also, Pandora’s connection to their listeners is based on the data such as mobile number and location entered when the customer signs up. Before choosing Pandora, consider if you’re comfortable limiting your audience to listeners of one specific artist or song title. Pandora offers specific advertising options on individual channels, focused on an artist or a narrowly defined style of music. Many businesses pride themselves on creating a very loyal following and/or targeting a very specific audience. We’ve compared radio across several major categories and identified a clear winner for those looking to advertise in this space. This leads many business owners to now question which method of advertising is best. With the advent of digital media and streaming sites like Pandora, reaching your prospects over the airwaves isn’t as straightforward as it once was.
For years, AM/FM radio advertising has been the only option for businesses that wanted to market themselves over the air.
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