Youth Still Sold on Radio and TV Ads

A new study bucks conventional wisdom that traditional media has trouble connecting with younger consumers. According to Nielsen’s Global New Product Innovation Survey for Q1 2015, digitally savvy generation Z (ages 15-20) and millennials (ages 21-34) actually use some traditional ad vehicles as sources for new product information as much as—or more than—older demos.

For instance, millennials and gen-Z consumers cite TV and radio as sources at similar levels as their generation X (ages 35-49) and baby boomer (ages 50-64) counterparts. Also notable, these two younger groups are more inclined to use outdoor ads, public transportation ads and event advertising to learn about new products.

As more radio stations host concerts and other live events, these place-based ads can be another way for radio to reach younger audiences with both station messages and clients’ brands. As expected, younger consumers are most likely to rely on digital ad sources, including Internet ads and video-sharing websites, while older consumers give more attention to traditional print ads sources, including newspapers, magazines and direct mail.

Also in the study, Nielsen noted that globally, shoppers’ reliance on earned media is growing, while some paid media sources are on the decline. Social media postings and Internet searches are both growing sources of earned media. Comparing data from Q1 2015 to Q3 2012, Nielsen found that among paid media categories, TV ads are still the largest source with 52% share, although it dropped 11% from 2012. Internet ads, including pop-ups and banners, grew 1% to a 26% share, while video sharing climbed 1% to a 9% stake. Radio and outdoor ads both declined 3%, with radio down to a 10% share and outdoor slipping to a 15% stake.

Inside Radio – July 24, 2015