Marketron

Radio’s Strength in Fitness

Author: Nick Arias, Research & Insights Assistant, RAB

Although the year is still young, the summer season is quickly approaching. People are in the right mindset to get in the best shape possible. While many are reaching their fitness goals, there are some that are still figuring out where to start.

Continue reading “Radio’s Strength in Fitness”

Radio Digital Revenue Grew by 6.8%: Insights from the Borrell-RAB Digital Benchmarking Report

Contributors: Todd Kalman, SVP sales, Marketron, and Beth Osborne, director, marketing and content, Marketron

Now in its 12th year, the Borrell-RAB digital benchmarking for radio delivered intelligence and learnings for the local media sales industry. One of the most exciting revelations was that radio digital revenue increased by 6.8%, besting the overall market of 5.4%. Additionally, 21% of all radio station ad revenue is now in the digital bucket. We’re eager to dive deep into the findings to deliver analysis for the year ahead.

Continue reading “Radio Digital Revenue Grew by 6.8%: Insights from the Borrell-RAB Digital Benchmarking Report”

Today’s Lesson: Radio Works for Education

Contributor: David Schapira, senior vice president of strategy and operations, AnalyticOwl,

There have never been more options for students to search for the right school or program for higher education. Conversely, the space has never been more crowded, making the right approach to reaching and converting those students more important than ever to drive enrollment. 

Continue reading “Today’s Lesson: Radio Works for Education”

Radio Digital Ads to Generate $2B for Stations in 2023: Uncovering Insights in the RAB-Borrell Annual Benchmarking Report

Contributor: Bo Bandy, SVP of marketing, GM Digital, Marketron

The 11th annual RAB-Borrell digital benchmarking report for radio didn’t disappoint with its insights for the industry. Of those, the projection for radio digital advertising hitting $2 billion in 2023 certainly deserves attention. The revenue generated by this segment is impressive. In 2022,19% of total ad revenue was from digital advertising sales. So, what does this new growth mean for radio?

Continue reading “Radio Digital Ads to Generate $2B for Stations in 2023: Uncovering Insights in the RAB-Borrell Annual Benchmarking Report”

Health and Wellness – An Important Theme for Black History Month

Author: Annette Malave, SVP-Insights, RAB

With only a high school education, Vivien Thomas worked as an assistant to a surgeon. Born in 1910 and without any formal medical training, he developed a procedure used to treat blue baby syndrome. He was a teacher of operative techniques and was a pioneer in cardiac surgery. He received an honorary doctorate from Johns Hopkins University in 1976.

Dr. Thomas’ contributions to the medical field are just one of thousands of reasons we celebrate the achievements of Blacks every year during Black History Month.

Continue reading “Health and Wellness – An Important Theme for Black History Month”

Using Omni-Shopper Insights to Create More Effective Ads

Contributor: Sarena Gerard, Senior Research Associate, GfK

Combining online and in-store shopping is a highly personal, consumer-driven experience that’s here to stay — one that predates COVID-19 but that has picked up major momentum over the last 18 months.

For many consumers, pivoting from in-store to online shopping was one survival tactic among many adopted to cope with pandemic lockdowns —and as the omnichannel trend continues to rise, many advertisers are working hard to get in front of consumers in both online and in-store environments. This is especially true in categories that have experienced strong omnichannel growth over the last year – among them clothing & fashion, household cleaning products, and packaged foods and beverages.

Continue reading “Using Omni-Shopper Insights to Create More Effective Ads”

The Digital Advertising Boom of 2020: Debriefing the RAB-Borrell Annual Benchmarking Report

Contributor: Jimshade Chaudhari, SVP Product, Marketron

Every year, the RAB-Borrell Digital Benchmark report catalogues the health of digital marketing in the U.S. radio industry. Every year, the results are interesting  ̶  but none, I would venture, can compete with 2020.

Continue reading “The Digital Advertising Boom of 2020: Debriefing the RAB-Borrell Annual Benchmarking Report”