For most of my lifetime, television advertising was considered the "gold standard" of marketing. For a Las Vegas small business owner craving massive reach, TV used to be the medium of choice.

Over the past few years, however, advertising on Las Vegas radio has become the dominant medium for achieving reach as television audiences dramatically erode.

Take last week for example. Almost 1,502,898 adult consumers tuned-in to their favorite Las Vegas radio stations. This is significantly more than watched local TV, read a local newspaper, or logged-on to a streaming media site like Pandora and Spotify.

 

For the past 40 years, Las Vegas radio has reached more than 90% of all consumers. But, look what has happened to TV's audience.

If you were one of the 1,502,898 adults who tuned-in to a Las Vegas radio station last week, you probably heard a commercial for the Panda Law Firm (aka Peters & Associates).

"Advertising on Las Vegas radio stations has been an integral part of the firm's growth," says Scott Chatley who has been handling the marketing for Panda law since 2010. "We bought our first radio commercial in 2011 and have been on the air ever since."

Market research affirms Mr. Chatley's use of radio advertising to expand the firm's caseload.

Each week, Las Vegas radio stations reach significantly more local consumers who are likely to hire an attorney than are reached by local TV, local newspapers, or streaming audio sites such as Pandora and Spotify.