By Dorothy York, President and CEO of North American Precis Syndicate (NAPS)
There has been a surge of attention devoted to reaching a broader audience in the broadcast media, which Americans often turn to first to get their news. Shrinking social media audiences are shifting to TV and radio.
Radio is heard by well over 250 million people, over six years old, each week, which has increased from 230 million in 2005. More than 68% of homes have at least one radio, with the average home having 1.5 radios, as of 2020. About 25% of radio listeners are millennials, 22% are Gen-Xers, and 22% boomers. Radio reaches 93% of consumers. Audio consumers listen for an average of 12 hours each week.
There are about 120 million TV homes in the U. S. There are well over 300 million people, age two and older in those households. The average American watches more than four hours of TV each day, or 28 hours per week, or two months of nonstop TV-watching per year. In a 65-year life, that person will have spent 9 years glued to the tube.
Radio ad spending in the U. S. is predicted to grow from about $18 billion to about $18.5 billion by 2023. TV advertising in North America has recently reached nearly $70 billion. During the election period, many local news stations recently experienced record spending levels. The pandemic has caused a surge in audience engagement.
With the wonders of modern technology, recording audio and video, storage and file sharing have become easier and more cost effective than ever before. Marketers have been capitalizing, in abundance, on the growth opportunities in broadcast media.
Recognizing the need for increased outreach to these powerful audiences, many of our clients have turned their focus to the opportunities offered by broadcast marketing. Our team of experts offers proposals to leverage the reach of the thousands of radio and TV media and maximize results for the messages management care about most.