Advertisers and radio salespeople also need to know the power of network radio, which Nielsen shows reaches 93% of listeners every week. “From a national advertising perspective, network radio is really important,” Miller says. “Network radio is the one place where radio really acts like TV on a national basis. [It’s] an effective and affordable way to tune into growth among your target consumers [and] allows advertisers to plan and buy at the national level, at a scale that adds significant value to the media mix.”
Even though the three-minute qualifier change is limited to PPM markets, Nielsen’s research shows it’s impacted delivery across all DMAs, boosting network radio’s reach. “[While] PPM markets [are] seeing a 17% increase in average audience, on a national level this modernization effort has resulted in a 6% increase in impressions and gross rating points,” Miller says, noting the increases were the same whether light, medium or heavy spot schedules.
Using an example where Nielsen Media Impact moved 20% of a national campaign’s ad budget to network radio, Miller shows how the move lifted reach and impressions, adding 19 million more adults 25-54. Additionally, national radio adds 8.8 million more consumers reached three or more time with these ads, a 39% increase.
