This chart is essentially a comparison of cost effectiveness.
(CPM is ad-speak for “Cost Per Thousand.”)

The same impact that costs $9.70 per 1,000 people when using a display ad can be purchased for just 40 cents when using radio. That identical impact costs 7 times as much when using television, and between 6 and 12.5 times as much when using social media. 

Yet when advertisers discuss which media they feel they should use, there is always this weird, underlying assumption that all the different media are priced about the same. 

Peter Field (bottom right corner of the chart) is a world famous data scientist who is paid by the largest advertising agencies on earth to answer all the “cause and effect” questions in the world of advertising.

If you want to understand advertising effectiveness, Google Les Binet and Peter Field.

Don’t let anyone convince you that “No one listens to the radio any more.” Broadcast radio and broadcast television (ABC, CBS, NBC, and FOX) remain the most reliable and cost effective way to turn small companies into big companies.