Westwood One's Bouvard: Five Radio Takeaways From TV Upfronts
May 24, 2016 at 11:39 AM (PT)
CUMULUS/WESTWOOD ONE Chief Insights Officer PIERRE BOUVARD examines the recent TV upfronts and comes away with five key themes for radio to take away from the presentation on his latest blog.
In "The TV Upfront: History, 2016 Issues, And What It Means For Radio," BOUVARD outlines the following key points:
- Reach is still the new black. The bigger the reach, the greater your target. As AMERICA’s number-one mass-reach medium, AM/FM radio can reach more of the advertiser’s right audience.
- While TV wants to reduce ad loads, radio commercial time is significantly lower. TV runs 36% more commercial minutes than radio. AM/FM radio holds 93% of its lead-in audience through its commercials.
- AM/FM radio should be part of the 71% to 78% optimal allocation to traditional media. The ADVERTISING RESEARCH FOUNDATION’s new “How Advertising Works” study advises that most of the media plan be allocated to traditional media, even for campaigns targeting 18-34 Millennials.
- Both TV and radio have a halo effect on digital impact. Recent NIELSEN studies for multiple advertisers reveal that those exposed to the radio campaign have a higher recall of all other elements of the media plan.
- TV and radio run their ads, and real people hear the ads. No fraud and bots here. Broadcast ads actually air. Real consumers are exposed.