Study Finds Benefits Of Heavy Radio Listeners to Advertisers

Part 2 Of Survey

RESEARCH DIRECTOR, INC. devoted part 2 of its study comparing heavy radio users to heavy users of TV and newspaper, utilizing THE MEDIA AUDIT’s 2011 national qualitative database. The company found that heavy radio users beat out heavy TV and newspaper users based on demographics, socioeconomics, and purchasing/product usage.

"These comparisons make clear that advertisers will benefit from putting their messages on the radio as opposed to TV or newspaper," RESEARCH DIRECTOR Pres. CHARLIE SISLEN said.

Among its findings:

* Nearly three-fifths (59.0%) of heavy radio users are ages 25-54, compared to 45.0% of heavy TV users and 33.5% of heavy newspaper users.

* 17.9% of all Adults 18+ who have annual household incomes of $75,000 or more are heavy radio users.  This is more than both heavy TV and newspaper users.

* Heavy radio users are 16% more likely than the national average to be planning to buy a home within the next two years.  Both heavy TV and newspaper users underperform in this category, with respective indices of 96 and 74.

* 41.2% of heavy radio users spend $150 or more at the supermarket per week, compared to 35.8% of heavy TV users and 34.9% of heavy newspaper users.

The study is being released in two parts, both of which are currently available on the web at www.ResearchDirectorInc.com/presentations. In addition, RESEARCH DIRECTOR, INC. will present a free, public webinar detailing the study’s results on THURSDAY, SEPTEMBER 20th at 1p ET. Register here.

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