Media Outlook 2004

Radio

Roby Wiener
Premiere Radio Networks

A survey of opinions about the effectiveness of various media, conducted by Insight Express for Media Magazine at the end of 2003, clearly supports the consistency of radio, while also pointing out the disparity between what advertising industry executives think consumers think about media, and what consumers actually do think.

Based on replies from 430 media directors, planners, and buyers, along with 500 consumers, the survey found that 13.6 percent of consumers considered radio to be their favourite medium. Prior to the survey, the industry executives had guessed that only 2.6 percent would select radio, and that 47.2 percent would select network TV, which fewer than 20 percent did.