With all the hullabaloo swirling around new media, I’m often taken aback when I read about a legacy medium continuing to perform well. Statista’s data journalist Felix Richter says, “It’s easy to forget how powerful traditional platforms such as radio and television still are.”
Sometimes when you chase the new-new, you forget about the true blue. This is certainly the case with radio.
When you look in terms of pure reach, radio is the overall winner – above smartphone usage and gaming consoles. Reach refers to the total number of different (non-duplicated) people or households exposed to a medium during a given period. Radio wins with a 92% reach, but TV is right behind with 87%, driven by average daily use hovering at more than 4 hours a day. Now look at effective weekly reach for PCs (54%) or tablets (46%).
It’s easy to get caught up with the new-new, yet remember in media planning and buying, you have to go with the data and leave emotion out of the calculation.