This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

AM/FM Radio Is The Strongest Pre-Shopping Medium According To New Arbitron Study

Stock quotes in this article: ARB

COLUMBIA, Md., Sept. 21, 2012 /PRNewswire/ -- AM/FM radio delivers the largest reach during the time periods immediately prior to peak shopping hours, it continues to dominate the audio entertainment landscape, and out delivers web, social networking or mobile usage during the average day among Adults age 25 to 54. These are the most notable findings of a study commissioned by Arbitron (NYSE: ARB) and presented at this week's Radio Show, hosted by the National Association of Broadcasters and the Radio Advertising Bureau in Dallas.

"Where Radio Fits: Radio's Strengths in the Media Landscape" examines the continued strength of AM/FM radio among Adults aged 25 to 54 and the advantages radio delivers over other media outlets.  The study also looks at where consumers are accessing various media platforms and the emotional impact these media have on users. 

Key findings of "Where Radio Fits: Radio's Strengths in the Media Landscape":

  • AM/FM radio is the strongest pre-shopping medium, reaching 31% of 25-54s during the hour before the peak shopping period ( 1-2PM).  AM/FM Radio's reach during this crucial decision making hour is nearly twice that of live TV (17 percent). 
  • AM/FM radio delivers 86 percent of the total time Adults aged 25 to 54 spend with the three main audio platforms. AM/FM Radio delivers nearly eight times more time spent than satellite radio and seventeen times more than internet audio streaming.
  • AM/FM radio is the second most widely consumed of the top media platforms. During the average day, radio reaches 59 percent of adults aged 25 to 54, second only to television, which reaches nearly 80 percent of these adults. Trailing radio are the Internet (49 percent), social networking (19 percent), mobile web/app usage (16 percent).
  • AM/FM radio adds considerable reach to other media platforms.  When combined with live television, radio adds an additional 14 percent reach of adults aged 25 to 54 and an additional 60 percent when combined with Internet
  • AM/FM radio is heard by a variety of decision influencers with 43 percent of respondents aged 25 to 54 saying they listen with their children, 38 percent listen with their spouse or partner.   

"Radio's consistently large reach together with its ability to deliver the 'the last word' during the crucial pre-shopping hours make it highly valuable for advertisers who are looking to maximize ROI in a fragmented media environment," said Bill Rose, Senior Vice President of Marketing, Arbitron Inc.  "This study along with the more granular data Arbitron is providing to agencies and modelers should help reinforce radio's strength in the marketing mix." 

How the study was conductedThe study, conducted in conjunction with MBI Touchpoints, measured the media consumption, consumer activities, social setting, location, and mood/emotions of 2,000 persons age 18 to 64.  The study was conducted in two waves from Oct 2010-March 2011 and Aug 2011-Jan 2012.  Touchpoints captured its data using a proprietary mobile app for tracking consumer behavior.

About ArbitronArbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media–radio, television, cable and out-of-home; the mobile industry as well as advertising agencies and advertisers around the world. Arbitron's businesses include: measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of U.S. consumers; providing mobile audience measurement and analytics in the United States, Europe, Asia and Australia, and developing application software used for analyzing media audience and marketing information data. The Company has developed the Portable People Meter ™ (PPM ®) and the PPM 360™, new technologies for media and marketing research.

Portable People Meter™, PPM® and PPM 360™ are marks of Arbitron Inc.

1 of 2

Select the service that is right for you!

COMPARE ALL SERVICES
Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
DOW 17,042.90 -28.32 -0.17%
S&P 500 1,972.29 -5.51 -0.28%
NASDAQ 4,493.39 -12.4620 -0.28%

Brokerage Partners

Rates from Bankrate.com

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs