In the landscape of modern media, it seems as though change is always happening, no matter which metric you turn to. But there is actually one constant, and it may surprise you. Recently released Nielsen numbers reveal that radio is still the king of the airwaves and in a major way.
According to Nielsen’s 2019 report on the audio landscape, each week, more Americans tune to AM/FM radio than any other platform. What’s more, according to Nielsen’s 2019 Comparable Metrics Report, 92% of U.S. adults 18 and older listen to radio every week—more than those watching television or using a smartphone, TV connected device, tablet or PC.
The report referred rather calmly to the part of the sentence after the dash: more than those watching television or using a smartphone, TV-connected device, tablet or PC. Allow me to unpack that for you.
77 percent of US adults own a smartphone, and we use them for everything from accessing the web to getting jobs to finding significant others, according to Pew Research Center. That’s not to mention TV, which commands an enormous reach and a great deal of our attention.
The point is this: Radio has gone nowhere, and it shows no signs of slowing.
THE EVOLUTION OF RADIO MEDIA TOURS AND THE INTRODUCTION OF PODCASTS
Radio media tours, perhaps now more than ever, are an enormously meaningful tactic for anyone looking to reach a large-scale audience. The introduction of podcasts and the wide scale accessibility of auxiliary cords has actually ushered in an interesting shift, whereby radio listeners, who are often captive audiences, are making even more of a vested decision to listen to the radio in lieu of other media.
So for an advertiser, brand or individual who wants to make a serious impact on radio’s 93% of the adult population, options abound: You’re talking to people who are typically in their truck, or on a commute, and who also tend to think positively of the host—this means you’re dealing with an audience in search of information, and with a built in source of authority. So take it, and use it.
HOW DO PODCASTS PLAY IN?
Podcasts are key in the new audio landscape because they provide something even radio doesn’t: Really, really tailored topics. That’s important to advertisers or tour organizers who want an opportunity to talk directly to hyper-specific demographics, like hardcore gamers, travel aficionados, aspiring chefs, bedroom philosophers, and the list goes on and on.
IS AN RMT WORTH IT?
The question of whether or not radio media tours are worthwhile should be permanently put to bed. The size of the audience, the organic interactions between hosts and guests, the likely willingness of the audience in question, and the added option to book podcasts aimed at hyper-specific demos makes RMT’s more worth it now than at any time in their history.
If you’re still doubtful, let us leave you with one more statistic from Pew Research Center’s audio and podcasting fact sheet: News, talk and information radio are the most listened to formats. That means people are actively listening to the radio because they’re looking for information…
Want to make some meaningful impressions? Reach out, and give the people what they want.