Millennials love for RADIO remains strong!
There’s a myth floating around that millennials don’t listen to radio. Nielsen’s latest Comparable Metric Report clearly debunks this belief explaining that radio’s WEEKLY reach among Millennials actually grew from 92.2% in 2015 to 92.3% in 2016. Furthermore, radio’s millennial reach far out distanced TV’s at only 78.8% in 2016. And, while some consider radio a media platform for older generations, according to Nielsen Analytics, more Millennials use radio weekly than older generations.
Tony Hereau, VP of Audience Insights at Nielsen explains that, “Despite all the growth in digital media, AM/FM radio is actually growing too. Looking at 18-34 year olds, we see radio leading all media at weekly reach…The trend is very consistent.”
Who are Millennials?
Millennials were born between the years 1977 and 2000. They make up 25% of the U.S. population and 21% of consumer discretionary purchases, an estimated trillion dollars in direct buying power. Additionally, one in four are parents, controlling purchasing decisions of multiple people.
Millennials and technology
Millennials are among the largest and most influential consumers of technology. They grew up with the rise of technology and the internet or were born into our connected world. They understand media better than both older and younger generations and they expect brands to use technology to maximize their functioning. Additionally, they are 2.5x more likely to be an early adopter of technology and 56% of millennials report that they are one of the very first to try new technology.
Millennials and radio
With an abundance of options, the thought is that millennials are likely to use more modern media sources versus traditional AM/FM radio. However, additional trend reporting companies such as Edison Research report AM/FM radio is the #1 source of millennial music discovery. Radio also remains the most used in-car audio platform, making up 67% of millennials in-car audio listening.
Radio’s connecting with Millennials
Radio stations recognize that as technology advances and consumer habits change, they must evolve to stay relevant. Radio stations have expanded platforms and reach by adopting technologies such as streaming radio and expanded social media strategies to connect with millennials. Having grown up with social media, online engagement and sharing is very important to the largest demographic in the workforce.
As Erin Gargan, a marketing consultant and founder of the social media marketing agency Socialite Agency, explains that in the eyes of Millennials, “sharing is caring.” Thus, social media sharing by radio stations and followers is great news for the radio industry because, “What is more powerful than a listener sharing something from your social media and saying, ‘This is me, I relate to this.'”
Stations using social media to update fans and followers are effectively attracting millennials in masses. Radio stations are using Facebook to stream video clips from live events and promotions, posting videos of in-studio artist performances and interviews, and streaming newscasts. This helps foster legitimacy, trust, and value as a source of information, pop-culture, and music in the minds of millennial targets.
Is your message reaching millennials?
If you want to reach millennials through effective direct response marketing without breaking the bank, please contact us to help you get started with your next audio advertising campaign.