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“Audio” means different things to different people. But what comes to mind when advertisers hear the word? When the Radio Advertising Bureau’s Audio Pulse survey asked advertisers what’s the first thing that comes to mind when they consider the word audio, 88.1% of advertisers identified radio.

RAB launched the polling mechanism last year “to gauge the advertising community opinion on radio, as well as audio’s value and core competencies,” Tammy Greenberg, Senior VP, Business Development, RAB, says in a new Radio Matters blog post from the trade group.

More than two-thirds said podcasts, making it second only to over-the-air radio among mental associations advertisers make when they think of the word audio. Even more noteworthy for podcasting is that it’s ahead of streaming in general, including the two biggest pureplay music streaming service brands –Spotify at 64% and Pandora at 59%.

The RAB says the data was collected from more than 350 national, regional and local advertisers and agencies. Greenberg said in the blog post that while each advertiser is unique, the data helps show the general perception about how each segment of the audio market is perceived. And in the case of broadcast radio, she said that includes the nearly 100-year old medium’s resilience.

For a young and still-growing medium like podcasting, it shows exposure remains a critical part of the industry’s growth strategy.

The poll also asked how knowledgeable advertisers are about everything broadcast radio offers across platforms. While 34% indicated they are very familiar, more than 66% indicated they were only somewhat knowledgeable or not knowledgeable enough about radio’s core competencies and capabilities. In fact, a surprising 86% know more about other media (TV, digital, print, outdoor, etc.) than they do about radio, Greenberg noted.

“We all have the responsibility and privilege to showcase everything our platforms and brands have to offer,” said Greenberg. “It is crucial for us to help our advertising partners engage and provide meaningful experiences for their target consumers.”