Three Ways AM/FM Radio Makes Facebook Ads Better

RADIO ONLINE | Wednesday, January 19, 2022

Westwood One

For many advertisers, social media is a great way to stay in front of customers and create impact. But how can it be used to grow business? This week's Westwood One Audio Active Group blog post outlines three ways AM/FM radio makes Facebook ads better. When adding AM/FM radio to social media campaigns, Nielsen Scarborough reports that AM/FM radio's audience trumps all social media platforms. 56% more people listen to radio than use Facebook.

• Facebook is losing its youngest audience and growing with older 55+ audiences: While a large platform, Facebook's audience has seen a -9% erosion, according to Edison's "Infinite Dial" study.

• Facebook's persons 12-34 audience is down -28% while its 55+ audience is up +16%.

• AM/FM radio ads stand out more: The Interactive Advertising Bureau (IAB) conducted a study on content engagement and concentration. Americans were asked to indicate how much they concentrated when exposed to various forms of media. Social media had the lowest level of consumer concentration, meaning social media ads suffer from low attentiveness as well.

• Ads in social media struggle given low consumer value perceptions and weak levels of engagement and concentration.

• AM/FM radio offers more frequency compared to social media: Nielsen's latest Q2 2021 Total Audience Report reveals AM/FM radio's average daily time spent (1 hour and 22 minutes) is double that of social media (40 minutes).