Radio: The Best Place to Tell Stories

Author: Annette Malave, SVP/Insights, RAB

In today’s social world, consumers will connect, engage and follow brands that reflect their mindset and lifestyle.  It’s one of the biggest challenges that brands have today.  Developing that connection begins first with brand awareness or exposure.  Numerous advertisers have successfully used radio to do just that – drive brand awareness and influence purchase intent.  Nielsen studies have pointed to the important role radio plays in the effectiveness of any campaign.  Also, one look at any of the Radio Mercury Award winners proves the impact and success that brands can experience.

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Growing with Multicultural

Author: Annette Malave, SVP/Insights, RAB

According to projections by the U.S. Census Bureau, by 2045 50.3% of the U.S. population will be comprised of what is now considered racial minorities – Hispanic, Black/African-American, Asian, multiracial and others. While 2045 is more than two decades away, the shift is already impacting the marketing and advertising perspectives and strategies among many of today’s top national advertisers.

Last week, during the 2018 Association of National Advertisers (ANA) “Multicultural Marketing & Diversity Conference,” CMOs, marketing strategists, bloggers, TV hosts and even comedians spoke to the behavior and buying power of these consumer segments.

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Radio Drives Auto Search

Author: Annette Malave, SVP/Insights, RAB

Consumers today, specifically auto-buying intenders, shop differently.  Reasons for differences in their shopping behavior are due to age, brand awareness and ad influence.  Thanks to data collection via technology, there are now ways to quantify the impact of advertising and more importantly, the specific impact that can be attributed directly to radio.

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Radio Rocked the Masters


Photo Credit: Radio Advertising Bureau

Author: Tammy Greenberg, SVP/Business Development, RAB

Last week, the Association of National Advertisers (ANA) hosted their annual premier event, “The Masters of Marketing.”  Commonly referred to as simply “The Masters” or the “Super Bowl” of the marketing industry, this event is one-of-a-kind in that it brings 3,000 CMOs, entrepreneurs, brand stewards, media executives, creative professionals, technology experts, digital leaders, research, insights and data folks together to share experiences, and provides the opportunity to learn from successful marketers about their challenges, opportunities, trends, best practices and successes taking place across the marketing ecosystem.

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Reaching African-Americans
with Radio

Author: Annette Malave, SVP/Insights, RAB

Earlier this year, the Selig Center for Economic Growth released the 2018 edition of The Multicultural Economy.  According to this report, they estimated that the overall consumer buying power was nearly $15 trillion in 2017.  Of that, African-Americans accounted for nearly 9% of the total (just slightly below the Hispanic market), or $1.3 trillion, and that figure is expected to rise to over $1.5 trillion by 2022.

African-Americans are a strong influencer group. They are trendsetters that impact fashion, music, pop culture and more.  When it comes to entertainment options, specifically radio, they spend more time listening to radio compared to the general population.

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with Radio”