Reaching African-Americans
with Radio

Author: Annette Malave, SVP/Insights, RAB

Earlier this year, the Selig Center for Economic Growth released the 2018 edition of The Multicultural Economy.  According to this report, they estimated that the overall consumer buying power was nearly $15 trillion in 2017.  Of that, African-Americans accounted for nearly 9% of the total (just slightly below the Hispanic market), or $1.3 trillion, and that figure is expected to rise to over $1.5 trillion by 2022.

African-Americans are a strong influencer group. They are trendsetters that impact fashion, music, pop culture and more.  When it comes to entertainment options, specifically radio, they spend more time listening to radio compared to the general population.

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with Radio”

Radio Drives Store Traffic

Author: Annette Malave, SVP/Insights, RAB

Consumers today continue to shop and buy at brick and mortar locations, despite the surge of online shopping. In fact, according to a survey released by GroundTruth, a global location tech company, 38% of consumers believe they spend more money in-store.  What influences that spend?  The experience.

According to an article published in Forbes earlier this year, what will be critical for the retail industry is “the customer experience.” The same rings true for automotive.  An Autotrader study found that 54% of consumers would buy from a dealership that offers their preferred experiences, regardless of cost. When it comes to the QSR (quick service restaurant) industry, the experience is key.  The interaction customers have with the employees is just as important as the food that is being served.

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Top 10 Radio Show Takeaways

Photo Credit: RAB/NAB Radio Show 2018

Author: Annette Malave, SVP/Insights, RAB

During the 2018 Radio Show, the overarching theme was about data – demystifying it, understanding where to get and how to use it as well as the opportunities it can create.

In addition, throughout the Radio Show, there was a secondary message: Radio is a strong and nimble medium that continues to evolve, to not only meet but exceed the demands and expectations of its listeners and advertising partners.

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Political Media Buying 2018: Late September Update – Where Does Radio Fit?

Contributor: Leo Kivijarv, Ph.D., Executive Vice President & Director of Research of PQ Media

Similar to 2016, the use of past trends to predict the outcome of an election that have been applicable for decades are now void. Thus, “it’s about the economy, stupid,” coined by Democratic strategist James Carville during the 1992 Bush-Clinton presidential election, should have been important in the 2018 election – it is not. Although the economy strengthened during the summer, which normally is an indication that the incumbent party will maintain control, the Republican Party continued its downward spiral during that period. It was not uncommon over the past three months to look at polls, and subsequent political forecasting websites each week, and find a House, Senate and/or gubernatorial seat considered safe in July had shifted to being likely, leaning or tilting Republican, which meant that the lead over the Democratic candidate had shrunk substantially. Furthermore, too many Republican seats that were likely, leaning or titling Republican in July have become toss-ups, while other Republican seats that were toss-ups in July shifted to likely, leaning or tilting Democratic. For example, one political forecaster switched 11 Republican safe seats in July to likely, leaning or tilting Republican in September. Another forecaster expanded the number of toss-ups from 24 to 30 seats during that period, with the Republicans bearing all the bad news. It should be noted that it wasn’t six new Republican seats that became toss-ups – it was more – as numerous toss-ups in July are likely, leaning, and tilting Democratic in September. Meanwhile, the Democratic party gleefully watched some of the Democratic toss-up seats become likely, leaning or tilting Democratic, as well as likely, leaning or titling Democratic seats in July that are now safe seats in September.

Let’s talk about the elephant in the room once more – control of Congress. Have the odds changed dramatically during the last three months that will allow the Democrats to regain the majority in both the Senate and House? Has the addition of new candidates, once thought safe, resulted in candidates and SuperPacs raising more money? If the answer is yes to the previous question, are there certain media platforms that will benefit from the rise in political media buying?

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The Uncertain World of Marijuana Advertising Part Two – Radio’s Digital Platforms

Contributors: Brad C. Deutsch, Principal, Garvey Schubert Barer, P.C. and Aaron S. Edelman, Attorney, Garvey Schubert Barer, P.C.

In our last blog, we addressed some risks associated with marijuana advertising that are unique to being the federal licensee of a radio station, impacting their broadcast activity. However, radio stations today have a presence on digital platforms – via web, smartphone or tablets. Therefore, in this post, we turn to digital media advertising.

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5 Facts and Radio

Author: Annette Malave, SVP/Insights, RAB

Over 247 million.  That’s a great number.  It’s the number of people that listen to radio every week.  It is the top reach medium – touching more people every week than any other medium or device.  This is something that we in the radio industry know.

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