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Radio Owns Small & Mid-Market America...

 
Monday, November 18, 2019
 
Those of us fortunate to work in the major markets tend to forget the millions of radio listeners in the small and mid-markets of America. Nielsen Audio's Managing Director, Brad Kelly hasn't. He recently told Inside Radio: "In small town America, radio isn't just a medium, it's an extra-large". Kelly and Nielsen Audio have the numbers to prove it. It's important to note that PPM measurement is used in 48 of the largest markets while more than 225 large and small markets use diaries to measure listener data. You can assume that anything outside the 48 largest markets would be considered medium and down to small as the number of markets increase...
 
The monthly reach of radio listeners in these smaller markets:
  • 99% of adults (25-54)
  • 98% of adults (18+)
  • 94% of 18-34s
  • 91% of teens
  • All of these percentages outdistances all other media channels
  • Country is the top format in every major demo except teens, where it's second to Pop CHR
  • News/Talk is a close second among adults 18+
  • Urban/Contemporary is the number 3 format among 18-34s in medium and small markets
Nielsen VP of Audience Insight, Jon Miller said this during a webinar last week: "Radio is the load-bearing wall in audio's house. It continues to lead in weekly reach among all the other audio platforms. Yet even with explosive growth in podcast listening, rising smart speaker adoption and digital and mobile technology providing access to many different forms of audio, radio continues to be the cornerstone of that"...
 
"Radio is having this reawakening period" according to Cheryl Kank, Nielsen VP/Sales Director. "I love to tell clients now is the best time to be in radio." Inside Radio adds, "in small and mid-market America, 77% of radio listeners are employed and 65% of listening is done out of the home which helps advertisers looking to reach a qualified, captive audience when they're closest to the point of purchase"...
 
Inside Radio adds, "there's a lot of buying power among radio listeners in small and medium markets. The average household spends $7,300 on groceries, $2,700 on home improvements and $1,100 on furniture, in a year, according to Nielsen Scarborough data"...
 
Let's not forget how we worked our way up in small & mid-market radio to get to the majors, for those of you who like me, did. Be grateful for what we learned in those markets and how vital it was to gain that experience. We should also remember how valuable those markets still are in keeping radio the leading audio choice...
 
 
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