AM/FM Radio Delivers Student Prospects: AM/FM Radio Outreaches TV Among Adults 18-49 While A Variety Of AM/FM Radio Formats Deliver College Intenders
Prospective students are turning to digital courses and online universities to further their education. Local opportunities also exist for prospective students via vocational schools, evening classes, or local community colleges. AM/FM radio is an effective media platform for online universities, educational institutions, and local educators to reach students who are interested in pursuing an online education.
The Cumulus Media | Westwood One Audio Active Group® fielded a national study with MARU/Matchbox to examine the size of prospective student segments and their media habits. The latest August 2022 study included 1,003 participants and was conducted as a second wave to a 2018 study that explored media habits among prospective students.
Here are the key findings:
45% of adults are considering, willing, or planning to pursue an education online
Prospective students are made up of two groups. “Online education maybes” represent the 22% of adults who might consider online education. “Online education intenders” are the 23% of adults who are definitely willing to consider online education or are planning to begin online education within the next year.
Those who intend to continue education online skew young: 74% of online education intenders are between the ages 18-49
Among those who are definitely willing to consider or planning to begin online education within the next year, 74% are between the ages 18-49. Advertisers should focus on reaching this age group as they are more likely to enroll in online classes or universities. Among the adults who intend to continue education either in person or online, 80% are between the ages 18-49.
Online universities can grow reach of prospective students with increased use of podcasts and AM/FM radio and reduced spending on TV: Each week, AM/FM radio reaches 84% of adults 18-49, while TV reaches only 61%
According to the Q2 2022 Nielsen Total Audience Report, AM/FM radio has the highest weekly reach among adults 18-49 as compared to other media types. AM/FM radio reaches 84% of adults 18-49 each week, while TV only reaches 61%.
Reallocating 20% of a TV buy to AM/FM radio causes significant growth in campaign reach
With a +38% greater weekly audience than TV, AM/FM radio is a powerful way to reach adults 18-49. According to Nielsen Media Impact, adding AM/FM radio to the plan causes a massive increase in reach.
Reallocating 20% of the University of Phoenix existing TV budget to AM/FM radio causes the monthly reach to grow to from 19% to 47%, a +147% increase.
Prospective students are reached by a broad variety of AM/FM radio formats
AM/FM radio formats like Rock (49%), Oldies/Classic Hits (48%), Adult Contemporary (47%), Classic Rock (46%), and Top 40 (46%) are listened to frequently or occasionally by prospective students. Alternative, R&B and Hip-Hop, Country, News/Talk, and Sports are also formats that resonate with the prospective student audience.