Motivating Listeners to Act in 2021

Author: Tammy Greenberg, SVP/Business Development, RAB

Forecasts reveal that digital is driving the advertising rebound in 2021 and, according to Tony Hereau, VP of cross platform insights at Nielsen, “Radio is the soundtrack of America’s recovery.”

Radio, across all of its digital platforms, has and continues to experience exponential growth, earning significant share of media consumption throughout 2020 and the post-pandemic. While over the air AM/FM radio accounts for 76 percent of the daily audio time spent with any ad-supported platform, understanding consumer behavior as they move across platforms and what motivates listeners is critically important for marketers who are poised to succeed in the rebound.

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A Look at Black and Hispanic Audio Consumption

Author: Annette Malave, SVP/Insights, RAB

The events of 2020 have magnified the importance of reaching ethnically diverse consumers. Advertisers across a wide array of categories, from Main Street to Madison Avenue, have increased their focus to reach Black/African American and Latino/Hispanic consumers. Knowing the media habits of each of these audiences is important to connect with them.

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The Current State of Radio Listeners

Author: Annette Malave, SVP/Insights, RAB

Coming off a holiday weekend, it is a reminder of the way things used to be. Very little about this year has been usual so far. Everything is different and continuously changing. This is now the new normal – constant change, shifts and analysis into what consumers are thinking, doing and plan on doing.

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The Spirit of Radio – Connecting in Times of Business Unusual

Author: Tammy Greenberg, SVP/Business Development, RAB

“There’s something about the spirit of radio. It helps us all to know each other better and gives us a sense of purpose and community in a time where we need those things more than ever.”
– Adam Grant, Creative Director, AKQA (abridged).

Historically speaking, in periods of great challenge, truly there is no more important medium than local radio. In uncertain and unpredictable times, broadcast radio has proven that it is the backbone of the country’s information distribution system, with increased listening among consumers across all of its platforms.

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Insights from The Infinite Dial

Contributor: Laura Ivey, Director of Research, Edison Research

The most telling image from The Infinite Dial 2020 presentation is a screenshot of our presenters, Edison Research SVP Tom Webster and Triton Digital President of Market Development John Rosso, leading the webcast with over 1,500 attendees from their respective homes. No one could have anticipated that our setup would be driven by social distancing precautions. Now seems like a most appropriate time to talk about the most recent findings on the “infinite dial” of podcasting, digital, audio, radio and social media that connect us all.

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