Transcript Azarian PowerPoint presentation - Television Bureau of Advertising

KMSP-TV Research
Is Radio Advertising On
The Same Wavelength
As Your Business?
Consider The Following About
Radio Advertising
•Fragmented Audiences:
Different “formats” / different tastes
•Lacks Impact: No visual appeal
•Control: Largest audience in drive time
•Intangible: Messages are fleeting and
may be missed
•Distractions: Its a background medium
Source:“Why Radio Thrives”-American Demographics May 1994
KMSP-TV Reaches More Adults 25-54
Than The Market’s Top Radio Station
56.2
Adults 25-54 Avg. weekly cume rating
28.8
21.5
19.7
17.1
16.5 16.5
15.1 13.6
13.4 11.9
9.1 9
8.6
8.4
7.7
7.6
3.6
KMSP-TV
KQQL-FM
KQRS-FM
WXPT-FM
WCCO-AM
KTCZ-FM
KSTP-FM
KSTP-AM
KFAN-AM
KTIS-FM
KXXR-FM
WWJO-FM
KEEY-FM
KNOW-FM
WLTE-FM
KSJN-FM
KDWB-FM
WRQC-FM
Source: Scarborough Research Aug’98-Jan’99 Minneapolis-St. Paul
You’re Missing Out on Millions of Potential
Customers If You Advertise Only On Radio
Adults 18+ Average Weekly Reach / Minneapolis-St.Paul Market
Total
Aud
Exclusive
Radio Aud
Shared
KMSP
Aud Exclusive Aud
WCCO-AM
737,360
446,136 291,225
874,555
KQRS-FM
646,250
366,110 280,140
885,640
KSTP-FM
470,065
275,800 194,265
971,515
KDWB-FM
467,645
257,050 210,595
955,185
KEEY-FM
421,415
271,625 149,790 1,015,990
Source: Scarborough Research Feb’98-Jan’99 Minneapolis-St. Paul
TV Has Special Qualities That
Enhance An Advertiser’s Image
Television is #1 When Asked
"Which Advertising Medium Do You Find..."
80%
77%
52%
40%
11
26
11
Most Authoritative
11
5 7
Most Exciting
Television
Radio
8 8 4
34
14
12
Most Influential
Most Believable
Newspapers
Magazines
Source: Bruskin Goldring Research 1995 Base: Adults 18+
People Spend More Time With
Television Than Any Other Medium!
Minutes Spent Yesterday With Medium
251
230
153
23
A18-34
18
218
145
25
A18-49
Television
213
144
18
27
200
137
16
A25-49
Newspaper
27 16
A25-54
Radio
121
28
A35-64
Magazines
Source: Bruskin Goldring Research 1995 Base: Adults 18+
14
TV Is The Source For
Product Information
For advertisers, TV remains the primary link to
the American consumer.
Base: Adults 18+
62%
20%
12%
TV Commercials
Newspaper Ads
Source: Roper-Starch Worldwide 1997
Magazine Ads
4%
Radio Commercials
The Experts Say That Radio Is A
Secondary Advertising Medium
•“Radio’s image is that of a more selective
medium, something to be used on a local
basis to round out advertising coverage -in many cases as a supplement to
television’s reach.”
-- Michael J. Naples
Director of Marketing Research
Lever Brothers Company
The Experts Say That Radio Is A
Secondary Advertising Medium
•“Radio’s is a good supporting
medium. Because of the low cost
and good reach of special target
markets, radio is often used as a
supporting medium.”
-- Jack Z. Sissors & Lincoln Bumba
“Advertising Media Planning”
The Experts Say That Radio Is A
Secondary Advertising Medium
•“Radio is usually used in a
supportive role with newspaper
ads.”
-- Rich/Gardner Advertising
Media Planning/Placement
The RAB Admits That Radio Should
Be Used As A Support Medium To
Television Advertising
•According to the RAB, radio advertising
should be used to “Improve awareness
during television flights”
•“Radio is a great partner for TV.”
Source: RAB Media Facts, 1998
In Summary,
•KMSP-TV Reaches More Adults During
The Average Week Compared To Radio’s
Most Listened-To Station.
•If You Advertise Exclusively On Radio, You
Are Missing Out On Millions of KMSP-TV’s
Adult Audience.
DELIVERING RESULTS TO ADVERTISERS
FOR OVER 40 YEARS
In Summary,
•Television Advertising Is Considered More
Influential, Authoritative, Believable and
Exciting Compared To Radio.
•On The Average, People Spend More Time
With Television Than They Do With Radio.
DELIVERING RESULTS TO ADVERTISERS
FOR OVER 40 YEARS
In Summary,
•More People Learn About New Products
from Television Than Radio.
•Experts Consider Radio To Be A “Secondary
Medium.”
DELIVERING RESULTS TO ADVERTISERS
FOR OVER 40 YEARS
KMSP-TV Research
Is Radio Advertising On
The Same Wavelength
As Your Business?
Thank you
DELIVERING RESULTS TO ADVERTISERS
FOR OVER 40 YEARS