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Pandora vs Traditional Radio Advertising

11 Oct, 2016 McKell Naegle

How do you listen to your music today?

Personally, I’ve jumped on the digital radio train (along with 94 million Americans) because it allows me to play whatever music I would like, create my own playlists and listen offline. There are a few exceptions where I do still find myself listening to traditional radio. Either I am going for a short drive or forget to plug in my mobile device to listen to music.

Do we think that traditional radio is going anywhere? Definitely not. It will be around for many years to come and continue to be a great form of advertising. So, let’s weigh the options now for both online and traditional radio advertising

Note 1: There are millions of people still listening to traditional radio daily. This results in a larger audience reach then online radio and more potential prospects.

Point: Traditional

Note 2: Every marketing campaign comes with costs and online radio tends to be cheaper. While traditional radio can cost thousands of dollars, an online campaign can be as low as $10–50 per commercial.

Point: Online

Note 3: When it comes to advertising, we strive to broadly target interest in our ideal consumer. Which form of radio has a greater opportunity? Well, there are pros and cons to each. With online radio, you can reach more targeted customer groups based on their behavior and the channel they’re on. Traditional radio reaches a broader audience based on station specific interests. It comes down to whether you want a broader audience and interest level or a smaller, more specific audience. 

Point: Both

As a conclusion, there are benefits for advertising on both forms of media. Each form has pros and cons for getting the most bang for your buck. It’s important to determine your marketing objectives and create a strategy that best fits your audience and campaign goals.

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