Is Radio Advertising On The Same Wavelength As Your Business

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Is Radio Advertising On The Same Wavelength As
Your Business?
KMSP-TV Research
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Consider The Following About Radio Advertising

• Fragmented Audiences Different formats /
  different tastes
• Lacks Impact No visual appeal
• Control Largest audience in drive time
• Intangible Messages are fleeting and
  may be missed
• Distractions Its a background medium

SourceWhy Radio Thrives-American Demographics
May 1994
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KMSP-TV Reaches More Adults 25-54 Than The
Markets Top Radio Station
56.2
Adults 25-54 Avg. weekly cume rating
Source Scarborough Research Aug98-Jan99
Minneapolis-St. Paul
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Youre Missing Out on Millions of Potential
Customers If You Advertise Only On Radio
Adults 18 Average Weekly Reach /
Minneapolis-St.Paul Market Total
Exclusive Shared KMSP Aud Radio Aud
Aud Exclusive Aud WCCO-AM 737,360 446,136 291,225
874,555 KQRS-FM 646,250 366,110 280,140 885,640 KS
TP-FM 470,065 275,800 194,265 971,515 KDWB-FM 467,
645 257,050 210,595 955,185 KEEY-FM 421,415 271,62
5 149,790 1,015,990
Source Scarborough Research Feb98-Jan99
Minneapolis-St. Paul
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TV Has Special Qualities That Enhance An
Advertisers Image
Television is 1 When Asked "Which Advertising
Medium Do You Find..."
Source Bruskin Goldring Research 1995 Base
Adults 18
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People Spend More Time With Television Than Any
Other Medium!
Minutes Spent Yesterday With Medium
Source Bruskin Goldring Research 1995 Base
Adults 18
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TV Is The Source For Product Information For
advertisers, TV remains the primary link to the
American consumer.
Source Roper-Starch Worldwide 1997
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• The Experts Say That Radio Is A Secondary
  Advertising Medium
• Radios image is that of a more selective
  medium, something to be used on a local basis to
  round out advertising coverage -- in many cases
  as a supplement to televisions reach.
• -- Michael J. Naples
• Director of Marketing Research
• Lever Brothers Company

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• The Experts Say That Radio Is A Secondary
  Advertising Medium
• Radios is a good supporting medium. Because of
  the low cost and good reach of special target
  markets, radio is often used as a supporting
  medium.
• -- Jack Z. Sissors Lincoln Bumba
• Advertising Media Planning

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• The Experts Say That Radio Is A Secondary
  Advertising Medium
• Radio is usually used in a supportive role with
  newspaper ads.
• -- Rich/Gardner Advertising
• Media Planning/Placement

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• The RAB Admits That Radio Should Be Used As A
  Support Medium To Television Advertising
• According to the RAB, radio advertising should be
  used to Improve awareness during television
  flights
• Radio is a great partner for TV.
• Source RAB Media Facts, 1998

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• In Summary,
• KMSP-TV Reaches More Adults During The Average
  Week Compared To Radios Most Listened-To
  Station.
• If You Advertise Exclusively On Radio, You Are
  Missing Out On Millions of KMSP-TVs Adult
  Audience.

DELIVERING RESULTS TO ADVERTISERS FOR OVER 40
YEARS
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• In Summary,
• Television Advertising Is Considered More
  Influential, Authoritative, Believable and
  Exciting Compared To Radio.
• On The Average, People Spend More Time With
  Television Than They Do With Radio.

DELIVERING RESULTS TO ADVERTISERS FOR OVER 40
YEARS
14

• In Summary,
• More People Learn About New Products from
  Television Than Radio.
• Experts Consider Radio To Be A Secondary Medium.

DELIVERING RESULTS TO ADVERTISERS FOR OVER 40
YEARS
15
Is Radio Advertising On The Same Wavelength As
Your Business?
Thank you
KMSP-TV Research
DELIVERING RESULTS TO ADVERTISERS FOR OVER 40
YEARS