April 2022 Media Group Online, Inc. Newsletter

The New Age of Media Collaboration

Media Group Online’s April 2022 Special Report, The Many Advantages of Ad Media Collaboration, explained why local media can benefit when they add a dash of cooperation to their natural competitiveness.

An April 7^th article on the TVNewsCheck Website authored by Paul Greeley showcases a recent example of media collaboration between WPTA-TV and WBOI-FM, both located in the Fort Wayne, IN market.

The WPTA-TV weather team have been invited to report on local weather during the NPR weekday Morning Edition program. TV stations typically have a much larger weather team than most radio stations, many of which don’t have any dedicated weather person. WBOI-FM is the local public radio station with extensive coverage of the arts and cultural scene in northeast Indiana. WBOI-FM arts reporters will appear during WPTA-TV ABC21 News at 7 p.m. and ABC21 News Saturday Morning.

Data from five representative 2021/2022 consumer/market surveys conducted by The Media Audit shows various strong correlations that adults 18+ who are heavily exposed to TV (300+ minutes during an average day) are also heavily exposed to radio (180+ minutes during an average day).

In the five markets (see table below), adults 18+ indexed at an average of 117 for this TV/radio correlation, or 17% more than the markets’ average of 100. Of particular importance to advertisers is 58% of all households, on average, with incomes of $50,000 or less and heavily exposed to TV are also heavily exposed to radio. These households are the primary drivers of the consumer economy, not those with the largest household incomes.

Indices of Adults 18+ Who Are Heavily Exposed to TV Correlated to Being

Heavily Exposed to Radio, by Generation, in Selected Markets, 2021 and 2022

Based on The Media Audit’s 2021 and 2022 surveys  *insufficient data