Radio Advertising

Not All Audio Advertising is Created Equal

November 01, 2021

In the last couple of years, we’ve all experienced a rise in screen fatigue. This fatigue isn’t great for a lot of digital advertising, but conversely, it makes an excellent case for audio! However, not all audio advertising is created equal and there are a lot of misconceptions.

Pandora and Spotify have gained a lot of name recognition in recent years, but that doesn’t mean they are a good fit for advertisers. Despite perceptions, both of these platforms have small ad-supported audiences because most of their listeners opt for ad-free accounts. And that doesn’t seem to be changing either because the recent Share of Ear study shows that compared to Q2 2016, Spotify’s Q2 2021 ad-supported audience shares dropped from 1.6% to 1.4%. And Pandora’s ad-supported audience was cut in half from 7.1% to 3.8%.

Okay, but how does that compare to radio?

Radio’s reach continues to exceed all other mediums, including ad-supported Spotify and Pandora, but also more prominent players like TV, Google, and Facebook.

A chart that shows that radio’s reach exceeds all other mediums, including ad-supported Spotify and Pandora, but also more prominent players like TV, Google, and Facebook.

 

The same Share of Ear study also identified that people who listen to Pandora and Spotify only hear the ads about half of the time. That means that half of the time your ads are running on those platforms, your customers aren’t hearing them. At 83%, AM/FM radio has much higher audibility. So not only does radio have a much larger reach, but it also reaches more active listeners, so your ad isn’t quietly playing into an abyss.

Let iHeart AdBuilder help you quickly reach more people. Simply answer a few questions about your business, select your campaign dates, pick a budget, and our team of audio experts will produce a custom radio ad for you to review and approve. Plus, you can easily access real-time insights, including reach, frequency, impressions, and upcoming ad plays on your campaign dashboard throughout the campaign. To learn more about launching a radio campaign with AdBuilder, take a quick look at our guide to getting started with radio.
 

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