Southern California Broadcasters Association Research Suggests Moving TV Ad Dollars To Radio
May 6, 2014 at 3:58 AM (PT)
How much of your advertisers spending should go to radio rather than TV? The SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION has released a report that concludes advertisers should take some of their existing TV budget, and move it to radio. The report's highlights:
Based on the SCBA research findings on the erosion of traditional appointment Television and the surging technology options of today’s viewers, the report recommends the following for your immediate review:
- Meet with the SCBA for an in-depth review of Radio vs. TV for SOUTHERN CALIFORNIA clients.
- At a minimum, we are urging advertisers to make a 39% adjustment in TV budgets from TV to Radio based on these findings and the growing DVR use/ownership in the LA DMA.
- Weekend sales events, limited offers, and expiring special offers are being compromised by delayed or no viewership from DVR usage for TV advertisers.
- Radio is and always will be aired in REAL TIME, with no delay or skipping of ads.
SOUTHERN CALIFORNIA Radio continues to grow in active listening:
- Total Radio listener growth of 888,400 more Adults 18+ or +7.4% from 2008-2014.
- Total market reach of 92.9% for Radio vs. 87.0% for TV for Adults 18+. A 9.3% advantage of Radio over TV.
- Total market reach of 94.9% for Radio vs. 87.7% for TV for Adults 25-54. A 9.2% advantage of Radio over TV.
- There is no DVR technology for Radio, which airs commercials in REAL TIME.
Disturbing facts about DVR usage and national viewership of Prime Time TV.
- 49.0% of all LOS ANGELES DMA households own/use a DVR.
- That is a 39% growth rate in just six years.
- 60% of all Americans skip TV commercials all or most of the time.
- Three out of four Americans record TV content to skip TV ads.
- Fall 2013’s traditional TV network premiere week programs had national erosion of 15-25% viewership compared to FALL 2012.
Television faces multiple and immediate threats to its viewership.
- NETFLIX and its 40 million paid subscribers.
- GOOGLE Television.
- AMAZON/HBO partnership for new AMAZON TV.
- 50% of American TV’s are now connected to the Internet.
- YOUTUBE original program “Epic Rap Battles” attracts 40 million viewers in prime time.
- GOOGLE now has one billion unique visitors watching 6 billion hours of video every month.
- Final season premiere of “Madmen” attracted only 2.3 million viewers; 1.1 million less than in 2013.
- MICROSOFT’s X-box 360 and X-box one debuts original streaming programs this SUMMER.
Appointment Television erodes at alarming rates in the LOS ANGELES DMA.
- Local TV’s Early Fringe (M-F, 6-8p) has eroded by 427,000 viewers 18+ or -6.5% from 2008-2014
- Any local news (M-F, 5-7a, 5-7p, 10-11:30p) has eroded by 535,771 viewers 18+ or -8.5% from 2008-2014.