Yes, we know growth of Internet advertising affects other platforms, But, it is not monolithic. For example, take radio. No radio advertising is NOT dead. Yet, many observers see it’s downfall due to streaming.
Reality Check: No Radio Advertising Is NOT Dead
According to Krista Garcia for eMarketer:
“Ëven though we increasingly spend time with digital media, traditional media ads still motivate. That’s because channels like radio have massive reach. Our September 2018 forecast shows that despite radio only accounting for 11.4% of time spent with media daily, 91.5% of the US population listens to AM/FM or satellite radio in 2018.”
“Nielsen’s Q1 2018 figures show the same: 92% of US consumers listen to radio weekly. And while younger adults consume content on smartphones more than average, radio still had the highest reach among millennials (91%). But does reach lead to real-world sales?”
“A new TagStation and Radio Advertising Bureau (RAB) study set out to quantify the impact radio ads had on retail sales. The research included 10 brands across four categories, and on average radio spots resulted in a 22% lift in store traffic.”
