With all the marketplace buzzz about podcasts and streaming music services like Spotify, Apple Music, and Pandora, it’s easy to underestimate the power and effectiveness of radio.

However, those perceptions are much different than the realities of radio usage, ad penetration, and ad effectiveness.

According to Edison Research’s “Share of Ear” Q4 2021, radio continues to be a powerhouse for audiences and advertisers alike for the following reasons:

• Radio dominates the total Share of Ear with 40% of time spent by adults 18+. For comparison, all other forms of streaming audio come in at 6% or less.
• Radio accounts for 76% of the daily audio time spent with any ad-supported platform
• The audience share of radio is 19X larger than ad-supported Spotify and 13X larger than ad-supported Pandora

Radio advertising is a critical channel for advertisers to use for a number of reasons but some of the most important are efficiency, unduplicated reach, and high ROI.

Plus, advertising on radio, and in particular online radio, is super affordable!

Contact us today to find out how the buzzz can put that missing “hum” back into your advertising mix.

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