Different Media for Your Marketing Needs, According to Research

Media Concept

Media Concept

Should you invest your advertising budget in mailing data services or go for the digital route? What about radio and TV advertisements? Here are some facts you should know about these marketing channels.


At least 90% of the U.S. population aged 12 and above listen to terrestrial radio at least once a week, according to a study conducted by Nielsen Audio RADAR 136 in 2017. The number is lower compared to the 2009 data, which is at 92%. Online radio listenership, however, saw an increase in their audience. From the 12% weekly listeners in 2007, it jumped to 57% in 2018. Most of these online radio listeners listen from their cars using the phone. The number of radio listeners in the car also went up dramatically from 6% in 2010 to 44% in 2018.

Online radio is not the only one getting more traction from listeners. Podcast listenership also went up from 11% in 2006 to 44% in 2018.

Advertising on the radio ranges from $200-$5000 per week, depending on your location, the length of your ad, and the type of ad you have. If you have the script, the voice talent, and the audio editing skills, you can save more. Otherwise, you may need to add up to $1000 more. The key to reducing the price is to buy or negotiate a long-term contract. Stations provide generous discounts for contracts that run for 13 or 16 weeks.


Young African Woman Sitting On Carpet Watching Television

If online radio and podcast saw an increase in listenership, TV experienced otherwise in 2017. For the daytime news, it dropped to 784,008 from 794,979 in 2016. Evening news went from 1,311,210 in 2016 to 1,154,876 in 2017. The total percentage of adults who get news on the daily from TV is also down from 57% in 2016 to 50% in 2017.

TV advertising cost depends if it is local or national, it’s 30 seconds or 60 seconds and depends on the show where the ads are placed. A 30-second local commercial, for example, costs from $200-$1500 if it’s local, but can go as high as $123,000 on the average if it’s broadcast nationally. A staggering $4 million, however, is what you have to pay if Super Bowl is the one playing your ad.


Digital news outlets also have but an increasing number of visitors from 2014 to 2017—18,978,777 to 21,711,285. However, this number does not include the data from legacy news organization or the companies that started as print or other mediums. Regarding the device used to access news online, 77% of the younger population aged 18 to 29 prefer mobile phones while 51% of the older population (65+) preferred a desktop or a laptop.

Advertising online is not counted by seconds but by clicks, actions, or miles. The cost depends on the platform, but there are two: Google and Facebook. On average, the cost per click (CPC) on Google is $2.32; on Facebook, it’s $1.72. The cost per action (CPA) on Google is $59.18 while it’s $18.68 on Facebook.


The number of newspaper leaders on a Sunday did not change much from the 1940s to 2017 (32,371,000 vs. 33,971,695). In fact, it showed an increase in readership. However, this data includes both print and digital. If these two categories are separated, print newspaper circulation saw a decrease of about 10% from 2016 to 2017.

Advertising on print newspapers cost about $12 dollars per inch for a black-and-white ad and $18 per inch for colored versions.

However, the newspaper is not the only option for print advertising. There’s also the magazine, direct mail, and others. These methods prove to be helpful because customers still prefer offline marketing due to physical contact.

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