More Americans are listening to audio than ever, as local radio and podcasts expand the listening choices.
While there is overlap in listenership, the audiences of these two media are distinct: Some consumers are loyal to AM/FM radio, while others are all in on podcasts. Both effectively reach loyal, engaged audiences, but effective audio marketing is not a “one size fits all” strategy.
Local radio and podcasts demand tailored advertising strategies to reach the distinct audience effectively and get the best return on investment. Let’s dive into the details:
Audio Audiences: Radio is No. 1, Podcasting’s Growing
While podcasting gets a lot of buzz, AM/FM radio is the no. 1 audio channel.
Radio Rules
Over-the-air radio accounts for about 70% of ad-supported daily audio, while podcasts represent 20% of listening time. Nearly seven in ten men and women say AM/FM radio is their most-used ad-supported audio platform, according to Edison’s Research The Infinite Dial 2024 study.
Here’s a key for local businesses with a brick-and-mortar location: Radio is the best way to reach consumers on the go and near the point of purchase. AM/FM stations account for 59% of all in-car listening.
Listeners opt for radio over other media choices, too. AM/FM radio is America’s most-used mass media, attracting more users than live TV, social media, digital video, and online video.
Podcasting Pops
Podcasting is the new(er) kid on the block, and its audience is multiplying rapidly. About 34% of American adults listen to podcasts weekly in 2024, up from 22% in 2019 and just 8% in 2014.
The podcast audience skews slightly male and younger: 48% of American men listen to podcasts monthly, and adults 12 to 54 are the most frequent listeners. Podcast lovers tune into an average of 8.3 episodes per week, according to The Infinite Dial 2024 study.
How to Engage with Radio vs. Podcast Listeners
Radio and podcast audiences are enthusiastic, avid listeners, but how marketers reach and engage with these listeners is nuanced.
Here are three considerations as business’ devise their audio ad plans:
Audience Targeting: Who You’ll Reach
Radio:
When you advertise on AM/FM radio, you reach large audiences across a broad geographic area, maximizing brand exposure and engagement.
Podcasts:
Individual shows attract niche audiences interested in the topic or the host. That allows marketers to connect with specific types of listeners based on demographics, interests, or even location.
Ad Formats: How You’ll Sound
Radio:
Local businesses can choose from a broad menu of ad options, and the most effective campaigns activate multiple formats. That creates numerous touchpoints with radio listeners.
- 30- and 60-second spots
- On-air segment sponsorships (news, traffic, sports, weather updates)
- Host-read ads, both live and pre-recorded
- Live event tie-ins
- Host endorsements
Podcasts:
Podcasts offer opportunities to reach listeners in unexpected ways.
Host-driven marketing
Hosts are podcasting’s secret superpower; They’re influencers with considerable sway.
Businesses can engage beloved hosts to:
- Voice live-reads
- Share endorsements
- Make appearances at your business or local events
Traditional ads with a twist
Advertisers can also opt for pre-recorded ads in podcasts, but there’s room for creativity. Podcasts don’t have predetermined ad breaks or traditional spot lengths, allowing brands to play with ad creative and placement.
Also, because the listeners of a show know and love the hosts, podcast ads are most effective when hosts have creative freedom to decide how exactly to talk about the product or service. Advertisers should provide talking points, rather than exact scripts, and trust the hosts to know how to speak to their dedicated audience.
Content Types: Where Your Messages Appear
Radio:
With dozens of formats, including news/talk, sports, and music, advertisers can select stations that deliver their intended audiences to build the ideal campaign reach.
News/talk attracts a distinctive audience compared to popular music formats like Hot AC. For maximum impact, advertisers can buy across multiple formats per market.
The majority of female listeners (85%) cite music as their top format, followed by news (9%) and talk (5). Male listeners also rank music as their top format (59%), although news (19%) and sports (9%) are popular choices.
Podcasts:
Businesses can select individual podcasts that match their target consumers or bundle podcasts across a network to increase reach.
The Bottom Line: Radio and Podcasting — A Perfect Pairing
The good news is you don’t have to choose between radio and podcasting; These audio siblings are highly complementary. They’re passionate, attentive audiences. Radio listeners are devoted to their favorite stations and radio personalities, and podcast fans are fiercely loyal to their preferred shows and hosts.
The most effective and efficient ad campaigns utilize local AM/FM radio and podcasting to reach interested and engaged audiences.
Federated Media’s multimedia marketing specialists can design a campaign that takes advantage of radio and podcast opportunities and maximizes your ad spend. Reach out to us today to get started on your next campaign.
