Advertising on Radio is a smart move to make- Nielson Report

Radio has been one resilient medium of mass communication and has proved its presence as a preferred source of entertainment in both Metro and Tier 3-Tier3 cities time and again. Also, it is one of the most accessed media by its users for most parts of their regular days and majority days of the week.

A similar story has been told by the latest Nielson Report on the- Power of Radio targeting Radio trends at the level of Metro and Non Metro level cities. As per the report, Radio is the most used platform to listen to music as compared to any other mediums across India, thus making the addiction to radio a legit one.

Report also presents the consumer pattern based on their consumption at weekends which is not so different from the weekdays. The report also talks about the level of involvement with media content where it becomes clear that involvement with media content is highest with radio followed by social media and TV in India.

Basing on the consumption patterns, it is no unusual research that radio comes across as one of the very trusted mediums for its listeners in both metro and non-metro cities. The trust factor that radio has in India is owned by the emotional chord struck between the listeners and the friendly RJs, relatable content and mood mapped building nostalgia across the listeners in both the varieties of cities, metros and non-metros. Owing to the great rise in the use of technology, most listeners prefer to use mobile phones as the most often used medium to consume Radio, making the device and the medium their best companion to deliver their daily work.

The report also makes the medium as one of the best mediums to advertise on, as it garners maxium awareness of advertisements across categories and drives maximum reach.

Read the full report here.  

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