Of all the advertising options available to Delaware Valley business owners, streaming audio services like Pandora and Spotify are the least effective. Here's why.
According to Nielsen, after the content of a commercial is considered, the element of an advertising campaign that drives sales the most is reach. In other words, making sure the most people possible are exposed to the advertiser's message is crucial.
When it comes to achieving reach among consumers, Pandora and Spotify rank dead last. Advertising on Philadelphia radio stations can reach 266% more consumers than these two streaming-audio platforms combined.
It may surprise many small business owners that Philadelphia radio has a larger reach than Pandora and Spotify even among millennials. Clearly, it is a myth that younger consumers are ditching legacy media in favor of digital options.
According to the eBook "7 Steps For Success", the repetition of an advertiser's message is crucial to achieving top-of-mind status for a Delaware Valley small business owner. The more times a consumer spends with a medium, the more efficient it becomes to generate an effective level of frequency.
Because consumers spend so little of their time with streaming-audio sites like Pandora and Spotify, it becomes nearly impossible for a Delaware Valley business owner to achieve the levels of repetition necessary for an advertising schedule to be effective.
If a business is already advertising on Philadelphia radio stations, then by default, they are already reaching almost all of Pandora's and Spotify's audiences.
Nielsen reveals that 88% of the combined, local audience for Pandora and Spotify also listens to Philadelphia radio stations during the course of the week.
That number is identical even among millennial consumers. Almost 88% of 18-34 year-old Pandora and Spotify listeners tune-in to Philadelphia radio stations, as well, during the course of the week.