Kassof Study: Radio Tied With TV As Second-Most Important Media
April 17, 2013

A new study from Mark Kassof & Co. finds that the Internet is far and away the most important media option for Americans ages 18-64. Radio was ranked in second place, tied with television. Earlier this month, Kassof surveyed 502 people, ages 18-64, to ask how important the Internet, radio, TV and newspapers are to them.

Kassof found that "the Internet rules over all," as three-fourths of those surveyed rated it with a 4 or a 5 out of a five-point scale (5 = "very important"). Radio and TV were essentially tied for second place, with half rating them a 4 or 5, though TV had a slight lead percentage-wise with respondents ranking it "very important."

Out of those surveyed, 26 percent said radio was "very important," with 24 percent ranking it a 4. Also, 23 percent ranked it with a 3, 16 percent gave it a 2 and 11 percent said radio was "not at all important" with a 1.

Broken down by age groups, radio was ranked third-most important to ages 18-24, 25-34, 35-44 and 55-64, with only 45-54 year-old ranking it tied for #1 with the Internet.

Kassof writes, "radio remains a big deal…as important as TV, and much more important than newspapers. By virtue of that alone, radio deserves a bigger share of advertiser dollars than it’s been getting for years. Even so, if your station isn’t aggressively working on extending its brand to the internet (and mobile devices) it’s time — no,  past time — to get busy!"

More information can be found at www.kassof.com.


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Mark Adams
San Francisco

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