P&G Is The Fastest Growing Advertiser On Radio

In light of Media Monitors’ just-release tally of 2018 top advertisers showing Procter & Gamble’s rise to the 5th highest rank, the latest Westwood One blog post examines the reasons why P&G has returned to AM/FM radio. In light of digital fraud and eroding TV audiences, P&G has rediscovered radio in a major way, running nearly triple the number of ads in Q4 of 2018 that they ran in Q1 2018.

Here’s what brands can learn from them:

• Branding via reach is how brands are built and sales and profits grow: AM/FM radio reaches 93% of households, giving brands like P&G scale to reach the people that are buying their products.
• Talk to people long before they come to buy: As described by Peter Field, building a brand takes time and requires a mass reach media.
• Remind the many. Don’t lecture the few: Les Binet and Sarah Carter recommend getting customers from all segments of the market. They also advise talking to them regularly and going for reach versus frequency.
• Take the “me” out of media: As a marketing professional, media usage looks nothing like the average consumer. Despite advertiser perceptions, AM/FM radio has mass reach.
• AM/FM radio is America’s number one mass reach media. Adding AM/FM radio to the media plan generates significant incremental reach.