21 Oct Wednesday, October 9, 2019
This Week in The Lund Letter:
> Ad Agencies Prefer Radio
> Local and high touch; radio’s benefits can’t be undermined!
> Don’t say that!
> Get the most out of your social media
> Top radio formats of summer… and other Trends
Traditional Ad Media Trail Radio in Agency Ad Buys!
When choosing the advertising media purchased and managed most by ad agencies, social/digital media is first at 82% and radio is second at 77%. The study was intended to determine which media they buy to create the best brand recognition and the highest return on investment. The survey conducted by Borrell Associates April through July, 2019, shows the top media purchased in the US:
+ Social media 82%
+ Radio 77%
+ Search engine marketing 74%
+ Website banner ads 74%
+ Newspapers 70%
+ Broadcast TV 68%
+ Email 68%
+ Outdoor 67%
+ Event sponsorships 67%
+ Magazines 63%
This Borrell research was reported in MediaPost, an online advertising newsletter. It quoted agencies saying traditional media is best for creating brand awareness and building brand consideration. Digital media is preferred for campaigns requiring immediate action, which is a major positive for radio. Borrell found smart speaker adoption is low, below 10%. Lund Media knows that radio’s convergence with digital media adds a one-two punch to this study and adds to radio’s value – what about the audience who listen to radio on a stream, app, or podcast?