There are a host of factors to consider when choosing an advertising medium. You want to reach a large quantity of people, but they also have to be quality people. Let’s take a look at how Radio and Television compare.
One important factor when it comes to differentiating audiences is age composition. The chart below demonstrates how different the age composition of heavy Radio listeners is compared to heavy TV viewers. Heavy TV viewers skew much older, with nearly two-thirds (63%) of heavy TV viewers age 55 and older. Heavy Radio listeners, on the other hand, are more evenly distributed. Nearly three in ten (57%) are between the ages of 25 and 54.
Household income is another factor to consider. Radio outperforms TV here as well. More than two out of five (43%) heavy TV viewers have household incomes of less than $50,000. Over half (52%) of heavy Radio listeners have household incomes of $75,000 or more.
TV viewing is dominated by a small part of the population. Nearly three-fifths (57%) of TV viewing is consumed by only 20% of the population. Two-fifths (40%) of the population only consume 4% of TV viewing. You’re missing a huge portion of the population when you advertise on TV!
Two other things to consider when considering TV advertising are cord-cutting and recorded viewing. According to eMarketer, cord-cutters will increase by 32.8% this year to 33 million people. These people can’t be reached with traditional TV advertising. Also, recorded viewing continues to grow in popularity. In the New York metro, over two-fifths (43%) of Adults 18+ – over 6.3 million people – reside in a household with a DVR (Scarborough, New York MSA, Feb17-Feb18, Mon-Sun 6A-12Mid). These folks can fast forward through commercials.
When it comes to advertising, stick with the medium with the massive reach and a quality audience – Radio!