Election day 2018 is about eight weeks away and while it is not a presidential election there are many state and local races that will be decided.
In this edition, Erica Farber, President and CEO of the RAB speaks with Kip Cassino, Executive Vice President of Borrell Associates. Borrell Associates recently updated their forecast for political media spending by media choice with their forecast for radio showing modest growth from their original April forecast.
With less than one-third of the 8.9 billion of political dollars yet to be spent this year, Kip shares his advice as to how radio can compete for a larger share of the available dollars and how important it is for radio to make the case that radio is local.
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Author: Tammy Greenberg, SVP Business Development, RAB
At a recent MediaPost conference, one of the panelists responded to a question posed to him by stating that we have left the “exposure age” and we are now in the “age of outcome.” He further expressed his opinion that marketers, agencies and all media must continue to evolve to measure outcome in robust, transparent, statistically significant ways.
Data helps us reveal insights and craft stories of real outcome that enable advertisers to create relevant messaging for their audiences – messaging that will ultimately equate to high value touches with their consumers.
Continue reading “In the Age of Outcome, Radio Has Some Great Stories to Tell”
Author: Andrew Curran, President and COO, DMR/Interactive
BIA Advisory Services reports that in 2017, revenue for AM/FM radio “experienced a 0.2% drop from 2016 to end the year at $13.87 billion.”
This lackluster performance took place as consumer confidence was the highest it had been since 2000 and unemployment was its lowest, helping fuel a stock market boom.
Compounding the issue, BIA lists radio as the 5th most significant local advertising platform, behind direct mail, television, newspapers and mobile.
Continue reading “Radio’s Employed Audience: A True Competitive Advantage”