Access is one of the most important issues for the channels to get a higher share of the advertising cake. Reach measurements, which have been going on for years, were first measured by the number of letters that radio programmers received from their fans. Today, much more modern methods are used. Access studies conducted by the world’s leading research company Nielsen reveal the effectiveness of radio as a medium.
It is frequently emphasized by advertisers that the key to sectoral growth is based on transparency and trust. Transparency, which is the natural result of measurement, also contributes to the most effective return on investment, increasing the share of the media from the advertising cake and the growth of the entire sector.
37 MILLION PEOPLE LISTEN TO THE RADIO WEEKLY IN TURKEY
Emphasizing that one of the most important goals of the advertiser is to support the decision-making process with accurate, reliable and accountable data by using the radio channel, which has 60% access, Didem Şekerel Erdoğan, General Manager of Nielsen Turkey, said: radio listener measurements according to December data; While approximately 27 million people listen to the radio in a day, the number of listeners for a week reaches 37 million.” he stated.
Radio will become a medium of opportunities for brands
Olcay Akay, General Manager of RIAK, stated that they attach great importance to the reliability of the results in radio access in order to guide the advertisers in the right way, and said, “The Measurement Regulation prepared by RTÜK is the basis of the measurement in our country. More than 40% of all recorded interviews are listened to by Nielsen Research Company within the scope of internal audits, while Istanbul University Independent Academic Audit Team also conducts monthly panel audits and randomly selected interviews. In addition to these, independent process audits are carried out by process audit companies for the year completed each year. All these inspections are checked by RTÜK and panel – VTA compliance is ensured. All of these processes demonstrate the reliability of the results.” said. Akay stated that with this feature of the radio, it has become attractive for brands as it is a medium where they can follow recycling. He also underlined that radio is a channel of opportunities for brands due to its high access values and interaction it creates.
6 out of 10 people listen to the radio
Stating that the data obtained show that 6 out of 10 people listen to the radio, Nielsen Turkey General Manager Didem Şekerel Erdoğan said, “52.9% of women and 62.6% of men listen to the radio in a day. The average radio listening time per day in our country is 3 hours and 10 minutes,” he said.
Radio listening rate is higher than 50%
Providing information about the rate of listening to the radio, Şekerel Erdoğan said, “It is over 50% in every age group and socio-economic status. In the 25-44 age group, this rate is higher than 60%. In parallel with the socio-economic status, the rate of listening also increases. The average rate of listening to the radio during the day by the EU group target audience is 67%.” said.
The listener does not give up on the radio at the weekend either.
Şekerel Erdoğan said that listeners continue to listen to the radio on the weekends and said, “Contrary to what is known, weekend radio access is at the same level as weekday radio access. However, only 20% of radio advertising investments cover the weekend and this figure is expected to rise to 28%.” he stated.
Radio access is high even outside of traffic hours
Şekerel Erdoğan said, “Research results reveal that radio access is high even when people are not in traffic, contrary to popular belief. While the access is watching over 7.5 million people from 09:00 to 17:00, it can reach 9 million people in some time periods.” said.
1 out of every 2 people listens to the radio in the car
Didem Şekerel Erdoğan stated that according to the results of the research, one out of every two people listens to the radio in the car and said, “We see that the radio listener is the closest group to purchase, since a consumer listening to the radio in his car has the opportunity to stop at the nearest shopping point during the journey and meet his needs. For this reason, we think that brands should seize this moment in their communication strategies. Moreover, this applies to all age groups. On the other hand, young people listen to radio online more than other age groups. The audience over the age of 45 generally uses the classical radio,” he said.
Mehmet Fazıl Kanyılmaz, Nielsen Media Customer Services and Marketing Director, He states that with the development of autonomous vehicles, also known as self-driving cars, technology companies have made investments to evaluate this moment when people are alone and to use the time spent here for advertising, but that radio has been the most important channel that has been able to reach people at this point for years.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that offers a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising customers with Total Audience metrics from all devices where content – video, audio and text – is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global perspective on retail performance measurement. By integrating knowledge from the Nielsen Watch and Buy segments and other data sources, it provides its customers with both world-class metrics and analytics to improve their performance. Nielsen, an S&P 500 company, operates in more than 100 countries, covering 90% of the world’s population. Visit www.nielsen.com for more information.