Every radio station in America is number one in something. Just ask their sales reps. Over the 25+ years I have spent planning and buying media, it never ceases to amaze me that every radio station will have language in their brochures or PowerPoints that boldly proclaims: WE’RE #1!  The fine print often reveals that the station is number one in some bizarre and obscure demographic like: “#1 in suburban teens age 13-14, with an index of 150+ most likely to rent a DVD, from 2am to 4am on Wednesdays in July.” 

Being #1 is important to a lot of people and it sometimes breaks out into public squabbles. CNN recently claimed that they were the #1 cable news network in a Wall Street Journal ad. Fox News fired back with their own WSJ ad disputing the CNN claim and making their own claim of being #1. 

So which media is really #1 for advertising?

According to the South Carolina Newspaper Network, newspapers are still #1 “because they continue to display superiority in selling products and services.” The Simmons Radio Group claims radio is “the number one advertising medium that drives internet traffic.” And everyone who sells internet advertising says online is #1 because it is the fastest growing.

All of those claims could be true. But here is where the money goes:

Advertising Spending by Media – 2007 (U.S.)