RMB study: Radio a strong second to TV in key media performance metrics
The latest study from the Toronto-based Radio Marketing Bureau (RMB) found that radio is second only to TV in weekly and daily reach and time spent with the medium. The good news for advertisers is that radio is
The latest study from the Toronto-based Radio Marketing Bureau (RMB) found that radio is second only to TV in weekly and daily reach and time spent with the medium. The good news for advertisers is that radio is twice as likely than TV to reach consumers less than hour before a purchase occasion.
The national study of Canadian 12+ was conducted by Foundation Research via telephone interviews between mid-October and early November 2005. It reports results for mass audiences 12+ and 18+ as well as from adults 25 to 54, household with annual income of $75,000+ and Canadians with Internet access.
Its findings include:
· Daily time spent – Canadians 18+ years spend 1/3 of their daily media time with radio. This is second only to TV; Internet is a distant third with a 17% share.
· Weekly reach – Radio reaches 95% of Canadian 12 years + weekly, second only to TV regardless of age group. The results for weekly reach are slightly higher than BBM report for 12+ (92%) and 18+ (94%).
· Daypart usage – People listen to radio and use the Internet at complementary times of the day. Radio’s biggest audience tunes in from 6 a.m. to 7 p.m. while Internet users are busiest online from 7 p.m. to midnight.
· Multitasking, activities while using radio – Radio scores well on the daily drive with 70% or more indicating that they listen to radio on their way to shop, work or other destination. The percentage breakout for those listening to radio during work/school hours substantiates this daypart usage. Although using the Internet ranks amongst the lowest; scores indicate that multitasking has reached the mainstream with approximately 30% listening to radio while online.
· Percentage reach less than one hour before a purchase occasion – Radio ranks number one (12+ – 51%, 25 to 54 – 54%) with two times the response of the second place mediumTV (12+ – 21%, 25 to 54 – 22%).
· Media exposure, yesterday – Radio continues to be part of Canadians’ daily routine with 79% of the adult population exposed the prior day. Daily reach reported by RTS Canada is slightly higher for 12+ and 18+ at 85%.
· Number of days during a typical week participating in media activities -For the majority of Canadians, radio is part of their daily routine with 64% of adult Canadians indicating that they tune into radio seven days in a typical week. In households with an annual income of $75K or greater, radio leads all media with 70%+ tuning in seven days a week.
· Time spent with media – Radio is second to Internet with 85% of respondents indicating that their time spent with radio has remained the same or increased over the past year.
· Ad avoidance – Radio has the lowest percentage of advertising avoidance across most demographics. Ad avoidance for 18-24 and 18-34 year olds listening to radio is higher at 52% and 41% respectively.