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Bouvard: Radio is the ''Last Media Standing''
RADIO ONLINE | Thursday, October 1, 2015 |
In his just-released blog post, Cumulus/Westwood One CMO Pierre Bouvard shares how the AM/FM broadcast industry is the "last media standing" when it comes to mobile mass reach and how radio can help marketers reach consumers who are increasingly blocking online advertising. Bouvard points to recent analytics from comScore and the technology company PageFair, who partnered with Adobe to release the 2015 Ad Blocking Report, which revealed that ad-blocking is up 300% in the last two years.
In the post, Cumulus Media Senior VP/Western Division Dave Milner concluded, "Advertisers cannot put all their eggs in the digital basket -- they need AM/FM, America's number one reach medium, as part of the mix!"
Globally, ad-blocking is soaring, said Bouvard. in the U.S. comScore estimates 9% block ads, while PageFair reports 16% block ads. In countries like France and Germany, comScore reports one out of four use ad-blocking.
PageFair reports ad-blocking in the U.S. grew 48% during the past year, increasing to 45 million monthly active users during Q2 2015. PageFair calculates ad-block usage in the U.S. resulted in an estimated $5.8 billion in blocked revenue during 2014. It is expected to cost $10.7 billion in 2015 and $20.3 billion in 2016.
Heavy online users are more likely to ad-block: ad-blockers consume 25% more online content. comScore reports U.S. consumers who block ads are 9.3% of online users but represents 11.6% of page views.
U.S. ad-blockers are younger and upscale. comScore indicates ad-blocking is much higher among 18- to 24-year-olds (16%) and 25- to 34-year-olds (12%). Those with the highest income block ads more (12%) than the U.S. average (9%).
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