Every week, 2,193,604 adult consumers tune-in to a Tampa Radio station. That is way more than are reached by other media, including local television, newspaper, social media, or streaming audio sites like Pandora and Spotify.
There is a more significant number, though, for thousands of Tampa Bay small business owners who advertise on Tampa radio. The real question is how many of these listeners stick around when their commercials come on?
A 2011 Nielsen study discovered that, on average, 93% of listeners stayed with the radio station they were tuned-to when the commercials came on. That number amazed many advertisers at the time who believed that audiences were far more likely to defect when the music stopped.
A lot has changed since 2011. Tampa Bay consumers have many more media options and can instantly connect to each with a button-push, mouse-click, screen-tap, or voice command. With all this instant gratification, do radio audiences still stay tuned during commercial breaks?