Westwood One Blog Analyzes Proctor & Gamble's Renewed Interest In Radio

P&G Hearts Radio

In the latest post on the WESTWOOD ONE blog, CUMULUS MEDIA/WESTWOOD ONE Chief Insights Officer  PIERRE BOUVARD notes that, according to MEDIA MONITORS, PROCTER & GAMBLE increased its radio advertising from being the 39th ranked advertiser to the fifth ranking advertiser on AM/FM radio in 2018. 

“The CPG company is already the #1 advertiser on broadcast TV and cable and is clearly looking to also become a dominant player in the radio advertising world," MEDIA MONITORS CEO PHILIPPE GENERALI said. "No doubt P&G loves the additional unmatched reach across the U.S. population that radio can provide to them when they are maxed out on TV and cable.”

At a 2017 radio conference, P&G executive JOHN FIX cited digital fraud and eroding TV audiences for the company's investment in radio advertising. “[P&G and] other CPG giants have grown frustrated by narrow digital-ad targeting. P&G wants to speak to everyone, not a narrow target. P&G wants to reach as much of AMERICA as it can, once a week ... While TV has been its media cornerstone, it’s a costly investment to use television to reach 72% of the U.S. The brands are looking to get the reach they want and they can’t get it with TV. Knowing that, radio seemed to be an option.”

Radio's persistent problem is a majority of marketers and advertisers ignore the power of radio's reach -- and that's because those decision-makers don't reflect the media appetites of the general public. "The biggest risk for radio is the 26-year-old planner who lives in NEW YORK or CHICAGO and does not commute by car and does not listen to radio and thus does not think anyone else listens to radio,” HAVAS MEDIA NORTH AMERICA CEO COLIN KINSELLA said.

Read the whole post here.

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