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.
Continue reading “Auto Disclaimers Help Drive Purchase Intent”
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?
Continue reading “Podcast Listeners Equal Bigger Spenders”
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”
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.
Continue reading “Radio speaks to the “Middle Child””
“I’m a purple person.” “I prefer basic black.” “I like to wear bold colors.” People have distinctive tastes and preferences when it comes to clothing or accessories. These preferences are personal, similar to that of radio listening, and similarly, music choice.
A researcher at Heriot-Watt University in the U.K. studied over 36,000 participants’ ratings of 104 music styles and found a direct correlation to their personalities. The study showed that heavy metal music fans are normally calm and comfortable around others, while classical music lovers are often shy and creative. Hard-working and outgoing would be words to describe pop and country music listeners. The relationship between radio and the listener has always been an emotional one but what they listen to is not just personal, it is an extension of who they are.
Continue reading “There’s Something for Every Ear”
Any way you slice it, U.S. moms are a massive group of passionate and loyal consumers who are decision-makers, multi-taskers, media junkies and have a collective buying power of more than $2.5T.
Not all moms are alike. There are stay-at-home moms, work-from-home moms, working moms, new moms, moms of older children and late bloomer moms, just to name a few. Generally speaking, moms are women who are making purchasing decisions not just for themselves but for the entire household. They are the consummate multi-taskers; they are socially active and aware; they value their time with family and their time alone or with friends; and they are constantly on-the-go.
Continue reading “Mom Knows Best, Best to Know Mom”