The key to a successful communications program is to determine the right audience for your message and then targeting the correct medium for it.
Blindly focusing on print or TV for your consumer message might seem logical. But a new study released by Nielsen says you definitely do not want to overlook radio.
According to Nielsen, moms living in their own home with children under 12 are reached by radio in greater numbers than any other media (LINK).
“The demo that controls the purse strings for much of U.S. consumer spending is hopelessly hooked on radio,” notes Inside Radio. “Moms—the 25.1 million of them aged 18-49 living in their own home with children under 12—are reached by radio in greater numbers than any other media, according to new third quarter 2016 data.”
The figures are very revealing for a group that is extremely influential in consumer purchases.
“Moms and/or working moms are buying for a whole range of different people—themselves, their husbands, their children and often for their aging parents,” says Stacey Lynn Schulman, executive VP of Strategy, Analytics and Research for Katz Media Group. “They really are controlling the purse strings for almost the entire population, for products ranging from womb to tomb.”
“Radio reached some 26.9 million moms aged 18-49 during an average week in Sept. 2016, more than any other media platform, including the much-vaunted smartphone which came in second at 25.3 million and TV (third place, 22.6 million),” noted the report.
What formats in radio do they prefer? Contemporary hits radio is tops among both moms (with a 14.6 share) and working moms (14.9), followed by country (13.8 with moms, 13.9 for working moms).