Radio Listenership Rises
Amid Slumping Economy
While businesses scramble to find the most effective mediums to spend their
ever shrinking marketing dollars. One medium many thought was on the
decline, not only remains strong: It’s actually growing. In fact 234 million
Americans every single week listen to local radio. This data comes from
Arbitron – (The radio equivalent to Nielson ratings in TV). This number shows
us that radio listening is actually up by 2million listeners since June 2007.

What makes this so interesting is the fact that the other main mediums
consumers use for entertainment such as TV are seeing drops in viewership
due to increased competition from the ever increasing and super segmented
cable networks and other mediums. Radio being one of the oldest mediums
for entertainment and information remains one of the strongest. One of the
reasons that we have seen such a spike in radio listener ship is the fact that
radio remains a free, local and viable option to the consumer. On the same
note: Radio remains to be one of the most cost effective ways for advertisers to
reach their target clientele. When you compare the cost of radio commercials
to that of direct mail, network TV, or even cost per click the difference is
stunning.

To break it down: Cost conscious small and medium sized business are
discovering just how much more sense it makes to advertise with radio
compared to other mediums. With radio you can on average reach 1,000
potential customers for around $0.14. Yes - that means it costs on average
fourteen cents or less to reach one thousand people as a whole with radio
commercials. By contract the cost of reaching one individual consumer would
cost a business $1.00 to $2.00 dollars per direct piece, $1.00 - $2.00 dollar for
an ultra expensive network TV spot, or $1.00 - $20.00 per click depending on
the targeted keywords in an online campaign. It clearly makes more sense to
reach one thousand consumers for quite literally pennies, as opposed to
reaching only one individual consumer 40x times the cost of radio.

Even when economic times are good, radio has proven to be one the most
effective mediums to reach consumers. As long as radio remains free,
provides compelling and entertaining content, and Aunt Hellen can have the
opportunity to be caller number ten for free movie tickets…. Radio will remain
one of the strongest mediums in the marketplace.

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