Monday, January 19, 2004
Radio Stations - is their advertising good?
As a long standpoint in the marketing industry, the radio industry has been a major movement in marketing. However, is it good to advertise into radio? Is my ROI getting what it trully deserves? Or, am I throwing my money down the tubes? To understand the radio stations, let's take a look at an example:
WAVV101 - southwest florida easy listening radio station
Based off the demographics, we know that the audience is for the adults 35+. However, after closer inspection of the arbitron ratings, we can see that WAVV dominates the naples area in the 55+ demographic. So, if they have a huge ratings difference, they can go down in age and still be #1. With this being said, we must be weary about the 35 - 50 age viewers...they might really not be listening in. However, due to the location (median age around naples is around mid 40s...not including the "snow birds") and product demonstrated, your business can really get great exposure to the 55+ audience.
So, when you are shopping for radio exposure, keep the demographic statistics close at hand. They will tell you the truth every time.
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posted by Brian & Brian at 2:56 PM
