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Category: News

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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Radio on Main Street Podcast Featuring Tina Murley, Director of Sales for the Beasley Media Group in Boston.

Having success in growing revenue all starts with relationships, being a true partner for your clients.

In this edition, Erica Farber, President and CEO of the RAB speaks with Tina Murley, Director of Sales for the Beasley Media Group in Boston. Tina is focused on creating a culture for her sales team of saying “yes” to their clients and potential clients. She empowers, provides the tools and helps her sellers find a way to just get it done.

She believes that digital is the future and because radio offers integrated local solutions, it’s is the perfect partner for advertisers.

Podcast: Play in new window | Download

Spend Time with Radio on Labor Day

Author: Annette Malave, SVP/Insights, RAB

Labor Day.  Some just see it as a time to relax and unwind – spend time with family and friends or plan last-minute picnics and barbecues.  To some, it unofficially marks the end of summer while to others it is the approach of fall.  Whichever perspective, radio will be there to deliver music, news, traffic and weather information.

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Building Relationships with Radio

Author: Annette Malave, SVP/Insights, RAB

“In relationships, the little things are big things.”  No truer words have ever been said as these by Stephen R. Covey, author of The 7 Habits of Highly Effective People.  Building and nurturing relationships is important for any successful person or business.

There are other quotes that can help frame the approach for opportunities:

  • “Make a customer, not a sale.” – Katherine Barchetti, founder K. Barchetti Shops
  • “There is only one boss.  The customer.” – Sam Walton, founder of Walmart

Each of these individuals were successful retailers and, like Stephen Covey, they, too, understood the value and importance of relationships.

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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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Hispanics – the Fastest Growing
Consumer Market

Author: Annette Malave, SVP/Insights, RAB

$1.5 trillion.  That is the buying power of the Hispanic consumer – the largest minority market in the U.S.  According to the Selig Center for Economic Growth, this group’s economic clout has grown 203% since 2000, which makes it one of the fastest growing consumer markets here in the U.S.  This group represents nearly 18% of the country’s population.

Advertising to ethnic audiences was once considered an afterthought.  However, as the buying power of Hispanic consumers continued to increase, its importance as a target audience for advertisers grew.

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Consumer Market”

Radio and Connected Car Sales

Author: Annette Malave, SVP/Insights, RAB

Earlier this year Kantar TNS, a global research agency, released an automotive study focused on the connected car.  The study revealed that owners of connected vehicles are indifferent, unaware and/or distrustful of the technology that is available to them in their vehicles.  Specifically, 47% of owners of connected vehicles are unaware of some of the features that classify them as connected.

Written with the manufacturer in mind, the study included a total of four insights and the opportunities within those insights.  Upon reading the study, it dawned on me that there are ways that radio can help solve some of these issues for the auto industry and local dealers, while also increasing radio’s share of ad dollars.

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Attention Back-to-School Shoppers

Author: Annette Malave, SVP/Insights, RAB

Here we are – mid-July, lush gardens, warm weather, barbecues and picnics with friends and families.  The mid-point of summer and the year are now over.  This means only one thing – back-to-school shopping is in full swing!

While it may seem difficult to believe, go into any retailer of clothing, shoes or office supplies and the deals are just starting as the school shopping season runs from July through September.  These retailers, whether they have a national footprint or one location on Main Street, have the same goal – to reach potential shoppers, get them to their location and shop. Why? Because back-to-school shopping is the second biggest shopping season for retailers.  And according to the National Retail Federation, 2017 back-to-school (BTS) shopping was expected to reach $83.6 billion.

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Political Media Buying 2018:
Where Does Radio Fit?

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

Last week’s post laid the groundwork for the current state of elections in 2018.  This post covers radio’s revenue opportunity for attracting political spending.

One of the biggest debates on political media buying is the potential shift from traditional media to digital and other alternative marketing platforms. There are two trains of thought.

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Where Does Radio Fit?”

2018 Political Landscape

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

There are many unanswered questions as the 2018 campaign begins in earnest.

      • First, experts disagree on whether federal and local candidates will emulate the unconventional media buying strategies employed by Donald Trump in 2016 by relying heavily on free “earned media” from tweets.
      • Second, there is still some disagreement as to how much fundraising will rise or fall compared to previous years, given the increase in political activism immediately after last year’s election.
      • Third, some believe analysis of early results of recent elections is a harbinger of the November elections in which Republican strongholds have elected a Democrat, such as Doug Jones in Alabama.

The elephant in the room is control of Congress. Can the growing discontent in the United States result in the Democrats regaining the majority in both the Senate and House? Will candidates and Super PACs raise more money than previously recorded as a result? Therein lies the major driver that will determine political spending during the year. Other drivers that will contribute to the final political media buying total include a high number of toss-up gubernatorial races, controversial ballot initiatives, and the rising interest in which party controls the various state legislatures.

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Radio on Main Street Podcast Featuring Fred Jacobs, President of Jacobs Media.

Understanding how radio listeners consume media and how technology affects their habits and behaviors as radio listeners is important information to know.  Since the early 2000’s Jacobs Media, whose focus is guiding media companies in this age of digital disruption, has been aggregating multiple radio station databases to generate and publish a national study entitled “Tech Survey.”

In this edition of Radio on Main Street, Erica Farber, President and CEO of the RAB speaks with Fred Jacobs, President of Jacobs Media.  Having recently released the 2018 survey results Fred shares some of the important learnings and strategic takeaways.

Podcast: Play in new window | Download

Memorial Day – A Day for Remembering

Author: Annette Malave, SVP/Insights, RAB

On Memorial Day, we remember and honor the many American soldiers who have fought and died for our country.  In fact, did you know that the National Moment of Remembrance Act, passed in 2000, encourages all Americans to pause for a moment of silence at 3 p.m. local time on Memorial Day?

Also on this day, radio stations across the country will remember and recognize those, and the families of those, who have served this country.  There will be dedications and acknowledgments from local radio station personalities and shout-outs from listeners.

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Consumer Engagement Is About
Feeling Special

Despite the technologies and platforms available today, many marketers do not believe that their consumer engagement is successful.  In fact, 50% of CMOs believe that their consumer engagement is not very good/terrible.  That is an astounding figure.  Even more surprising is that 75% of CMOs believe their jobs are on the line if their customer experience strategies are unsuccessful, according to a 2018 report from the CMO Council.

Based upon the report, one of the reasons contributing to low engagement levels is inconsistency in delivering personalized engagements across consumer touchpoints.  When it comes to consumer engagement, nothing is more personal or engaging than radio.

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Feeling Special”

Radio on Main Street Podcast Featuring Craig Swagler, General Manager of CBS News Radio Network

News by definition is meant to inform and provide all of us with information we need to make the best possible decisions we can that affect our lives and our communities.

In this edition, Erica Farber, President and CEO of the RAB, speaks with Craig Swagler, General Manager of CBS News Radio Network. They discuss the state of news in general and its importance in radio today.

Podcast: Play in new window | Download

Local Radio Reigns Supreme

Earlier this month, the Los Angeles Times reported on the shuttering of a chain of Eastside community newspapers. One article even went so far as to say, “Local and regional newspapers that serve Southern California are going through tough times, leading some to question whether traditional newspapers can survive.” Radio has always been there – now it is even more valuable! The importance of local radio to the local community can’t be understated.

The challenge for local Newspapers has been how to sustain a newsroom and make a profit when print advertising is fleeing to lower-cost space on the Internet.  Most digital ads are concentrated on Facebook and Google, not newspaper websites. These two Internet giants take in 60 percent of online ad revenues.

Radio was shown as the most trusted platform used after the impact of hearing about “fake news” in political coverage.  See below for the Kantar “Trust in News” study where it was revealed ‘mainstream news media’s’ reputation remained largely intact while social media and digital-only news platforms sustained major reputation damage. In addition, Facebook and other digital platforms are not designed to promote civic connection, but rather communities of interest often unmoored from particular geographies.

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Celebrate with Radio

July 4th.  On this day 271 years ago, the Declaration of Independence was signed. In commemorating the occasion, we celebrate our collective patriotism and most importantly, remember all those who have and continue to protect and serve our country.

During this holiday like so many others, radio stations across the country will celebrate, honor and recognize those who have served and continue to serve – both overseas and in our communities.   Radio as a live and local medium has the ability to bring listeners of like minds, passions, interests and lifestyles together.  Radio celebrates with its listeners every day.

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News – Listeners Hear All About It

Previous posts have touched on radio’s ability to reach people across age groups, gender, language and locations.  Radio’s reach is based upon many things – community, personalities, music and news.  Yes, news.  Despite technology and social media trends, people continue to listen to news on the radio.

While it may not be surprising that of those adults who believe that radio is a good source for learning and providing information, 83% are radio listeners.  It may surprise you to know that of those adults who believe radio is the most trusted, 30% are A18-34, 56% are A18-49, 54% are A25-54 and 36% are A35-54 – based on GfK MRI data.

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