Advertising is all about reaching the right people at the right time. It's no secret that radio offers amazing targetability - every radio station delivers a unique audience that’s well-suited for particular products and services. In addition, radio reaches people at the right time.
More than two-thirds (67%) of New York metro Adult 18+ radio listening occurs away from home, when people are closest to the point of purchase (Nielsen Audio, Apr15, Mon-Sun 6am-12mid).
In fact, according to a 2012 MBI USA TouchPoints study, "AM/FM radio delivers the largest reach during the time periods immediately prior to peak shopping hours." They looked at the reach of various media from 12 noon to 1 pm, and radio reaches 31% of Adults 25-54 during this hour, compared to only 17% for TV. That means radio far outshines other media outlets at the critical point-of-purchase time frame.
Furthermore, with radio's on-the-go capabilities, it gets to have the last say before potential customers enter your store. And if the last ad they heard positively pitched your product, chances are it's still "top of mind," and hopefully the product will soon be at the "top" of their to-buy list and heading for your cash register.
And while reaching more listeners is obviously important, having them reach into their wallets is even more so. In the New York metro, Adult 18+ radio listeners spend a staggering amount of money each year: $246.1 billion on retail and food service sales to be exact. Here’s how some of the major categories stack up:
All age groups are spending their dough, with the largest contribution coming from the 45-54 (25%) and 55-64 (22%) cells. Men and women are nearly evenly split when it comes to consumer spending.
And, these consumers are in the market for a wide variety of items. For example, nearly 1.5 million New York metro Adults 18+ live in a household that is planning to buy furniture in the next year - and 92% of them are reached by radio each week!
So let's do a quick review. More than two-thirds (67%) of Adults 18+ listen to radio away from home, and much of that is in the car when they're getting ready to buy an item or service. Next, radio reaches nearly a third (31%) of Adults during that key noontime lunch (and shopping/errand) break. And finally, radio reaches a whopping 92% of Adults 18+ each week.
Honestly, with numbers like those, if radio is not in your shopping cart, you’re not just missing a solid opportunity to reach millions of New York consumers, you’re squandering it. Do you really want to waste precious ad dollars on media with lesser track records?