Radio is diverse.
Radio’s appeal to advertisers lies in its high targetability.
Radio stations are lifestyle choices for listeners whos common attitudes produce format characteristics.
Radio’s diversity allows advertisers to target consumers by:
- Demo Group
- Ethnic Group
- Geographic Region
- Format Type
- Purchasing Likelihood
- Consumer Profile
Every week radio reaches:
- 96% of Hispanic Adults 18+
- 95% of Black Adults 18+
- 95% of Men 18-34
- 96% of Adults 25-54
- 96% of Women 35-64
|
Consumer Viewpoints |
Format Preferences |
| Very Conservative | Contemporary Christian, Religion, News&Talk |
| Somewhat Conservative | A/C, Oldies, Country |
| Middle of the Road | A/C, CHR, Classic Rock, Country, Oldies |
| Somewhat Liberal | A/C, News & Talk, CHR, Rock, Urban Contemp. |
| Very Liberal |
Alternative, News & Talk, CHR, Classical, Urban |
Source: Spring 2006 Simmons
FORMAT PREFERENCE
CHR, Hot AC & Urban
Target Audience:Students & GraduatesbAge: 18-34
Race Ethnicity: 19% Blk 10% Hispanic
Education: HS Grad/Some College
HH Income: <$19,999
Occupation: Not Employed-Student
Rock, Sports, & CHR
Target Audience: Energetic Young GuysAge: 18-34
Race Ethnicity: 70% White
Education: HS Grad/Some College
HH Income: $50-$74,999
Occupation: Blue Collar (br>
CHR, Urban
Target Audience: Single Moms on a budget
Age: 18-34
Race Ethnicity: 30% Blk, 26%Hispanic
Education: HS Graduate
HH Income: <$19,999
Occupation: Office Admin Support
Rock - Country
Target Audience: Working Class Couples
Age: 35-54
Race Ethnicity: 79% White
Education: HS Graduate
HH Income: $30-$49,999
Occupation: Blue Collar
AC, Classic Rock, News & Talk
Target Audience: Affluent Professional Couples
Age: 25-54
Race Ethnicity: 86% White
Education: College Graduate
HH Income: $100,000+
Occupation: Professional / Manager
News & Talk/Classical
Target Audience: Affluent Empty Nesters
Age: 55+
Race Ethnicity: 91% White
Education: Post Graduate / Degree
HH Income: $150,000+
Occupation: Professional / Manager
