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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Radio Delivers Experiences

Author: Annette Malave, SVP/Insights, RAB

Of all generations, millennials have had the greatest influence on the advertising and marketing world.  Their views and opinions and how they communicate amongst each other shifted how advertiser brands engage with them. According to an early study conducted by Harris and Eventbrite, millennials would choose to spend money on experiences versus things and the greater majority had participated in live events in the past year – like concerts, festivals, themed sports, etc.

While millennials, as a target audience, may have been a catalyst to the growth of event/experiential, it is now an important component of many brands’ marketing campaigns – regardless of age groups.  Marketers will spend nearly 21% of their overall budgets on event/experiential in 2018 compared to 19% in 2017, according to a 2018 report by Event Marketer.

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Auto Disclaimers Help Drive Purchase Intent

Author: Annette Malave, SVP/Insights, RAB

One of radio’s biggest creative challenges has been the disclaimers that are mandatory for commercials of specific ad categories.  The long list of rates, money down, and other qualifiers once considered audio noise contained within auto ads may in fact be influential for those consumers who are in the market to purchase/lease a vehicle.  Based upon a recent analysis of auto dealer ads, these along with additional findings can be a game changer for increased revenue opportunities for radio.

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Podcast Listeners Equal Bigger Spenders

Author: Annette Malave, SVP/Insights, RAB

The audio landscape continues its evolution — driven by the growth of various content options available.  Specifically, the world of podcasts is increasing by leaps and bounds.  In 2018, 124 million people have ever listened to a podcast according to The Infinite Dial 2018.  In 2015, that figure was only 89 million!

Podcasting growth can be attributed to the increase and diversity of audio content.  While radio has always had content available on demand, there are now personalities, radio stations, etc., that are creating content just for podcasts.  These podcasts are giving marketers new and creative ways to reach their intended target audience.

With millions of people listening to all of this content, what do we actually know about podcast listeners and their spending habits?

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Radio’s Employed Audience: A True Competitive Advantage

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.

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Radio speaks to the “Middle Child”

Whether you read ad industry trades, online or print news, there are always articles referencing millennial influences or changes impacting boomers. However, there is very little attention paid to Generation X, which Pew Research referred to as the ‘middle child’ in a 2014 article. Sandwiched between two larger generations, Gen Xers who in 2017 are somewhere between the ages of 38-52, are a much smaller group in size and therefore are often overlooked by marketers.

According to the Bureau of Labor Statistics (BLS), Generation X spends more per household annually than any other generation – approximately $67K which is almost $20K more than what millennials spend. Additionally, they have the highest household income compared to the other generations.

So how do you reach this often over-looked and valuable generation? With broadcast radio — of course.

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