AM/FM Radio Makes Newspaper Ads Better: How Shifting A Portion Of The Print Budget To AM/FM Radio Generates Impressive Reach And Impact
Although many decision makers are still newspaper readers, with the rise of digital and social media, some Americans no longer think of print as a first destination for information.
For advertisers who have traditionally relied on newspapers to reach their customers, the decreasing number of eyes on their newspaper ads poses a problem.
The solution? AM/FM radio.
AM/FM radio outreaches newspaper readers
For scale, advertisers need to look to mass reach media. Per Nielsen Scarborough, in an average week, only 27% of adults 18+ have read one print edition of a newspaper. In sharp contrast, AM/FM radio has massive reach. 88% of adults 18+ are reached by AM/FM radio on a weekly basis, according to the Q3 2020 Nielsen Total Audience Report.
AM/FM radio reaches consumers right before they shop
Successful advertising reminds consumers of products they need when they need them. That is why it is so important to influence consumers close to the point of purchase.
A national study conducted by MARU/Matchbox in January 2020 found that when asked what activity consumers recalled doing right before making a purchase, 28% said they listened to AM/FM radio. As the leading ad-supported audio type in the car, AM/FM radio is often the last media shoppers are in contact with before heading into a store. Only 3% of respondents said they read a newspaper right before making a shopping purchase within the last day.
AM/FM radio is a credible medium
Consumers trust AM/FM radio. According to the MARU/Matchbox study, 48% of consumers say when thinking of the term ‘credible’ as a media descriptor, AM/FM radio comes to mind. Newspapers are trusted less with only 14% of respondents considering them credible. Advertisers can benefit from being in a trusted environment like AM/FM radio.
Adding AM/FM radio to the newspaper plan generates incremental reach
AM/FM radio makes newspaper ads better by adding incremental reach. Using Nielsen Commspoint, the media planning software, advertisers can see how reach grows with a reallocation of spend.
For example, a June 2020 newspaper campaign produced 18% in reach among adults 25-54. When just 10% of the media budget is shifted to AM/FM radio, reach jumps to 27%. For the exact same spend, +50% in incremental reach is generated when AM/FM radio is added to the plan.
AM/FM radio elevates awareness of the entire media plan
Advertising across multiple platforms creates positive outcomes for brands. An analysis by Analytic Partners, the media effectiveness measurement company, found that as more advertising platforms are added to media plans, the return on investment for campaigns increases. Consumers use more than one platform. Advertisers should make sure their messages are on multiple platforms too.
AM/FM radio has a particularly positive impact on other media. A Nielsen Campaign Effect Study for an auto parts manufacturer found that AM/FM radio increased awareness of brand advertising on all other media types. Those exposed to the AM/FM radio campaign were +212% more likely to recall having seen the brand’s advertising in newspapers.
AM/FM radio makes newspaper ads better
For advertisers who typically put their money into newspapers, it is time to consider the benefits of AM/FM radio. A credible medium with mass reach, especially just before purchase decisions are made, AM/FM radio generates incremental reach and raises awareness when added to the newspaper media plan.