Radio’s ability to reach more consumers on a weekly basis than TV or smartphones has major brand marketers rediscovering its ability to connect with consumers. Advertisers are having a “light bulb moment” with radio, says Nielsen Audio managing director Brad Kelly in an interview with MediaVillage.
“Now, the pendulum is swinging towards radio and audio as a whole,” Kelly tells journalist Alli Romano, who has covered digital media, radio and broadcast and cable TV for industry publications including Inside Radio, Broadcasting & Cable, TVNewscheck.com and Multichannel News. “Billion-dollar advertisers are re-discovering the power of radio and how it can augment, supplement and amplify their campaigns.”
Consumer packaged goods giants have begun to funnel dollars back into radio– Procter & Gamble invested $6.7 million in radio in the first half of 2017, six times more than in the same period in 2016 according to Kantar Media