+ Radio’s appeal to advertisers lies in its high targetability.
+ Radio stations are lifestyle choices for listeners whose 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 & Graduates
Age: 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 Guys
Age: 18-34
Race Ethnicity: 70% White
Education: HS Grad/Some College
HH Income: $50-$74,999
Occupation: Blue Collar
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
