Tag Archives: Radio Advertising

  • 0

Radio Matters to Auto Dealers

Tags : 

Author: Annette Malave, SVP/Insights, RAB

According to the National Automobile Dealers Association (NADA), auto dealers had a trillion dollars in sales in 2018. Sales for 2019 have been difficult due to winter storms, the impact of the government shutdown and lower tax refunds. While vehicle sales may be affected by external influences, dealerships continue to advertise.

Read More

Share This:


  • 0

Why Teens Matter, Part One: Understanding Teens’ Influence

Tags : 

Contributors:  Larry Rosin, Co-founder & President, Edison Research;  Megan Lazovick, Vice President, Edison Research;  Laura Ivey, Director of Research, Edison Research

We will hazard a guess right now that you, the reader of this article, are not a teenager. So we at Edison Research will tell you exactly what we think of teenagers: They are important. They are especially important to radio and to the businesses that want to reach them, and we have new research to tell us why.

Read More

Share This:


  • 0

Radio on Main Street Podcast Featuring Mike Gould, President and CEO of Eastlan

Tags : 

Documenting consumer listening habits on a consistent basis is important to both content providers and sales professionals no matter the size of the market. One company, Eastlan Ratings is focused on serving the needs of small and medium market broadcasters. Celebrating their 20th anniversary, Eastlan, a privately held company based in the Northwest, is currently providing radio audio measurement data in 100 markets across the U.S.

Read More

Share This:


  • 0

Radio on Main Street Podcast Featuring Steve Passwaiter, VP & GM at Kantar Media/CMAG

Tags : 

A revenue category that continues to grow is Political advertising. Once considered an after-thought or even time consuming to service, the category is no longer based on specific elections and continues to be increasingly competitive for all media options.

In this edition, Erica Farber, President and CEO of the RAB speaks with Steve Passwaiter, VP & GM at Kantar Media/CMAG where he has oversight of the Political Ad Intelligence unit.

Political messages are looking to make connections with those “narrow slices of persuadables” in the most efficient manner possible. Radio has a strong case to make but our marching orders are clear that we need more “feet on the street”.

Share This:


  • 0

Dining During the Holidays

Tags : 

By now, the hustle and bustle of holiday shopping is reaching a crescendo for many of us.  With aching backs and feet from all the window shopping for ideas to shopping in-store, there is nothing better than sitting down for a good meal.

There are numerous dining options for consumers – from quick-serve to fast casual to sit-down restaurants.  With all of these options, enticing their taste buds can be a difficult challenge.  How do you reach consumers that are on-the-go or right before they are about to shop?  With radio, of course.

As a mobile medium, radio reaches consumers throughout their day – in-car, while at work or just on-the-go.  Radio also reaches adults who eat out at various types of restaurants.  Specifically, according to Scarborough data, radio reaches:

  • 90% of adults 18+ who ate at any sit-down restaurant in the past month
  • 90% of Black adults 18+ who ate at any quick-serve restaurant in the past month
  • 92% of Hispanics 18+ who ate at any restaurant in the past month

In today’s world we know that not everyone goes in-store to shop for gifts, as current analysis shows an uptick in online shopping.  According to Adobe Analytics, online sales hit $2.9 billion on Thanksgiving Day, and $640 million by early morning on Black Friday.  But even online shoppers must eat.

So whether adults prefer to shop online or in-store, the important thing to understand is the media they consume (no pun intended), especially among those who dine out often.  According to The Media Audit, adults who dine out at sit-down restaurants often spend more time with radio than any other media option.

With many stations switching their format to all holiday music, it is the best way to create a festive environment wherever the consumer wants to shop.

And whether it’s a quick-serve or sit-down establishment, diners can be reached with radio.

If you would like to read about specific successes in this category, review some of our case studies.

 

This is part of an ongoing series on radio’s ability to reach holiday shopper categories.

Share This:


  • 0

Growing with Multicultural

Tags : 

Author: Annette Malave, SVP/Insights, RAB

According to projections by the U.S. Census Bureau, by 2045 50.3% of the U.S. population will be comprised of what is now considered racial minorities – Hispanic, Black/African-American, Asian, multiracial and others. While 2045 is more than two decades away, the shift is already impacting the marketing and advertising perspectives and strategies among many of today’s top national advertisers.

Last week, during the 2018 Association of National Advertisers (ANA) “Multicultural Marketing & Diversity Conference,” CMOs, marketing strategists, bloggers, TV hosts and even comedians spoke to the behavior and buying power of these consumer segments.

The three-day event contained insights into best practices of reaching diverse consumers. Throughout the course of the conference, there was one overarching theme shared by all presenters/speakers – growth.  Specifically, if a business is going to or wants to grow it will grow with multicultural consumers.  Jose Velez-Silva, VP Multicultural Marketing Communications with Comcast, stated, “It’s mathematically impossible to grow without targeting the growing multicultural audience.”

Here are the major takeaways/advice:

Different messages for different people: As is the case with radio, consumers can connect with brands if that brand speaks to them.  Consider who you are reaching and speak to them in an authentic and relevant way – not necessarily in language but in culture.  Melissa Brown, Senior Manager, Marketing with The Home Depot, shared that, based upon proprietary research, Black/African-American women love to redecorate every three years.  These women love everything about home and lifestyle, so when speaking to her, consider her likes, dislikes and always keep top of mind the importance of family and fashion.  They have tremendous buying power and are also credited for changing the makeup industry.  “Invest in Black women because they will over-deliver on that investment,” stated Michelle Ebanks, CEO, Essence Communications.

Get involved in the community:  Radio excels at this.  No other action says more than getting involved.  Each advertiser shared examples of how their organization developed efforts to target different groups while sometimes addressing and recognizing the bias that each of these segments experiences.  Marc Pritchard, Chief Brand Officer with P&G, shared one campaign revolving around Hispanics – a controversial topic within today’s environment.  Using t-shirts as the item to deliver the message, slurs and negative statements were painted on with ketchup.  Hispanics within the ads shared their opinions and views painted on the shirts and then placed them in the wash with Tide.  Once cleaned, each of those individuals changed the statement using markers.

Diversity is not just about ethnicity, race, gender or language. Diversity is also about inclusion – of different mindsets, experiences and thoughts. Radio speaks to everyone and connects emotionally.  Roger Frizzell, SVP and Chief Communications Officer with Carnival Corporation, raised the importance of diversity within an organization as well as marketing to their potential customers because “diversity of thinking brings about a diversity of ideas.”  Encourage discussion and conversation.  Use insights based upon psychographics versus demographics because you will learn more about your customer.  Tony Rogers, Chief Member Officer with Sam’s Club, advises, “Don’t lose the core foundation of what good marketing is about.  Know your customer and find out what resonates with them.”

Radio reaches everyone and delivers content that is not only relevant, but also resonates with each listener because of the connection radio has with the community and the personalities on those stations.  These personalities speak to listeners in their respective languages and cultures.  They know their audience and generate dialogue and conversations revolving around social, lifestyle, economic and political topics through radio’s diverse formats.  Radio has always been inclusive, involved in its communities, and consistently able to deliver different messages for different people.  Radio reaches the multicultural audience – the audience that should be targeted for any advertiser to grow their business.

Share This:


  • 0

Radio Drives Auto Search

Tags : 

Author: Annette Malave, SVP/Insights, RAB

Consumers today, specifically auto-buying intenders, shop differently.  Reasons for differences in their shopping behavior are due to age, brand awareness and ad influence.  Thanks to data collection via technology, there are now ways to quantify the impact of advertising and more importantly, the specific impact that can be attributed directly to radio.

According to Scarborough data, radio reaches 91% of adults whose household plans to buy any new, used or leased vehicle within the next year.  Because consumers research the vehicles they are considering online, radio can help drive the search to a specific website.  But what are the drivers?  Is it day of week, number of spots or something else?

NumericOwl (powered by AnalyticOwl — an attribution and analytics platform), aggregated response data from over 1.1 million auto ads that ran from January through September of this year.  This radio activity generated well over 54.7 million total sessions from interested car buyers.  And when it came to lift in website traffic, these radio ads generated an 8% increase in visitors.  The radio spots also influenced 1.1 new users per day.

Daytime has always been radio’s primetime for listening.  When it comes to its ability to drive website traffic, the same rings true.  Across this ad category, mid-day (10am-3pm) generated the largest number of new website visitors, followed by afternoon (3pm-7pm).  Morning drive and evening delivered comparable levels of new website visitors. However, when reviewing the total number of new users across these two dayparts, those spots which ran in the evening (7pm-12m) generated nearly as many new site visitors as morning drive despite having 33,000 less spots.  While evening is not a daypart used often by auto dealers, this insight should create interest for auto dealers as a new option to increase website traffic.

And when it comes to days of the week, there appears to be a direct correlation between the number of spots that air on the days and the number of new visitors. Data from over 300 auto dealers showed that the highest number of spots ran on Friday and Saturday generating the greatest number of new visitors, followed by Thursday.  The chart below illustrates the daily breakdown of new users by day.

There were additional findings.  During this period, auto dealers were on broadcast radio for 102 days and off-air for 124.  While on-air, radio generated an average of 453 new daily website visitors, compared to 409 when off-air.  In short, dealers see over 11% more new users on days when they air an ad on radio than on days when they do not.  However, the lift seen by days when not on-air suggests that radio advertising has an extended halo effect post-airing.

Radio is an effective medium for brand building and driving awareness.  With data attribution, we know that not only does radio drive search, but it can lead to specific web activity influencing new visitors to specific websites.

A PowerPoint presentation is available for download here.

Share This:


  • 0

Radio Drives Restaurant Search

Tags : 

Author: Annette Malave, SVP/Insights, RAB

Food is fabulous!  And it’s even better when someone else prepares it and serves it to you – whether it is in a casual dining establishment, white tablecloth restaurant or even in a to-go bag.

The restaurant industry has undergone vast changes to meet the expectations of consumers.  They seek out unique foods and concepts that are authentic – in both flavor and experience.  They also expect healthy options that will delight the inner foodie in them.

Studies have shown that words and sounds (especially those related to food) can bring imagery to mind – one of radio’s many strengths.  And when you use any of these words or similar tactics within a radio commercial, radio drives restaurant search.

In an analysis of NumericOwl data (powered by AnalyticOwl), radio drove a 3% lift in restaurant search activity as well as a 3% average in new user lift. Based upon activity for this cross-section of restaurant category radio advertising over a 10-month period in 2018, radio drove nearly 45,000 sessions with almost 30,000 from new users.

Search activity varied by day of the week, but the greatest search by new users ran closer to the end of the week, Thursday through Saturday.  Saturday drove the highest level of search by new users while Monday experienced the lowest.  Sunday drove the second lowest activity but still generated 47% of Friday’s level.

While new users drove highest search lift on Saturday, Thursday had the greatest number of sessions per ad followed by Saturday.

Restaurant-goers of any kind seem to always be searching for places to get their next meal, predominantly during the work day.  New users search more during the Afternoon (or PM drive), followed by Midday.  Morning drove the third highest number of new site visits.

This analysis proves that radio can be attributed as a driver of restaurant search.  Radio reaches 89% of general market diners of quick service and sit-down/casual restaurants, and 90% of upscale restaurant patrons.  Prior studies have shown that radio can drive traffic to restaurant locations.

When trying to connect with foodies or restaurant-seeking consumers, radio ads should:

  • Reference food and flavor
  • Tout positive experiences
  • Communicate convenience and location
  • And of course, include the website

You can find a full presentation for download here.

Share This: