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Is Radio Advertising On The Same Wavelength As Your Business?

Is Radio Advertising On The Same Wavelength As Your Business?. KMSP-TV Research. Consider The Following About Radio Advertising. Fragmented Audiences: Different “formats” / different tastes Lacks Impact: No visual appeal Control: Largest audience in drive time

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Is Radio Advertising On The Same Wavelength As Your Business?

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  1. Is Radio Advertising On The Same Wavelength As Your Business? KMSP-TV Research

  2. Consider The Following About Radio Advertising • Fragmented Audiences:Different “formats” / different tastes • Lacks Impact:No visualappeal • 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

  3. KMSP-TV Reaches More Adults 25-54 Than The Market’s Top Radio Station 56.2 Adults 25-54 Avg. weekly cume rating Source: Scarborough Research Aug’98-Jan’99 Minneapolis-St. Paul

  4. 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 ExclusiveSharedKMSP AudRadioAudAudExclusive 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

  5. TV Has Special Qualities That Enhance An Advertiser’s Image Television is #1 When Asked "Which Advertising Medium Do You Find..." Source: Bruskin Goldring Research 1995 Base: Adults 18+

  6. People Spend More Time With Television Than Any Other Medium! Minutes Spent Yesterday With Medium Source: Bruskin Goldring Research 1995 Base: Adults 18+

  7. TV Is The Source For Product Information For advertisers, TV remains the primary link to the American consumer. Source: Roper-Starch Worldwide 1997

  8. 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

  9. 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”

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. Is Radio Advertising On The Same Wavelength As Your Business? Thank you KMSP-TV Research DELIVERING RESULTS TO ADVERTISERS FOR OVER 40 YEARS

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