Author: Annette Malave, SVP/Insights, RAB
The auto industry has had its fair share of challenges and opportunities in the past few years. Events such as parts and labor shortages, strikes and the most recent security hack are just a few. While these events undoubtedly impact their business, they have an even greater effect on the consumer.
Continue reading “Driving Demand: The Impact of Radio Listening on Auto Sales”In this final episode of the NAB Show series, we hear the conversation Erica Farber had with Bobby Caldwell, owner and operator of EAB Media Group, based in Arkansas. Bobby is a strong local radio broadcaster committed to the communities he’s serving and his advertising clients. You’ll hear about the various ways EAB Media Group serves its communities, listeners and advertisers, as well as why it’s critical to continue to innovate and invest in radio.
Click Here to watch the interview on our YouTube channel.
Click here for Season 5: 2024 NAB Show podcasts
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In the thirteenth episode of the series, we hear the conversation Erica Farber had with Colby Tyner, senior vice president of programing at Radio One and Reach Media, part of the Urban One family. Colby’s passion for radio is palpable and his overall perspective on content, creativity and how to leverage technology in helping radio companies grow their brands and thrive in today’s media environment is exciting. Colby’s message of continuing to evolve and being creative is key to staying curious and excited about what’s next for radio. Have a listen and be inspired.
Click Here to watch the interview on our YouTube channel.
Click here for Season 5: 2024 NAB Show podcasts
Click here for Season 4: 2023 ANA Masters of Marketing podcasts
Podcast: Play in new window | Download
In the twelfth episode of the NAB Show series, we hear the conversation Erica Farber had with Rich Tunkel, managing director at Nielsen Audio, and how after a year of transition including new ownership, Nielsen is committed to helping radio tell its story in a more public way and how they’re stepping up their marketing efforts. We hear how Rich and the organization are committed to more partnerships within the radio industry and bringing the best of what Nielsen does – which is a scientific approach to panel-based measurement that’s representative and projectable with demographics at the local market level with other data sets. The end result is to highlight radio’s importance via attribution or putting it in context with other audio options.
Click Here to watch the interview on our YouTube channel.
Click here for Season 5: 2024 NAB Show podcasts
Click here for Season 4: 2023 ANA Masters of Marketing podcasts
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In the eleventh episode of the NAB Show series, we hear the conversation Erica Farber had with Greg Strassell, executive vice president of programming at Hubbard Radio. You’ll hear about the importance of taking advantage of a growing toolbox that is available to radio stations these days, as well as the necessity to continuing to learn, be curious and above all, the importance of a positive culture at an organization which is integral to Hubbard Radio’s DNA.
Click Here to watch the interview on our YouTube channel.
Click here for Season 5: 2024 NAB Show podcasts
Click here for Season 4: 2023 ANA Masters of Marketing podcasts
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In the tenth episode of the series, we hear the conversation Erica had with Mike Dowdle, who prior to his retirement this past spring, was vice president of business affairs and general counsel at Bonneville International. In this podcast discussion, Mike shares why and how he pivoted in a totally different direction from being a litigator to working in media, entertainment and then radio. Mike talks about community service and radio’s ability to make a difference in local communities, the importance of caring for your human talent and ways he thinks radio can continue to grow.
Click Here to watch the interview on our YouTube channel.
Click here for Season 5: 2024 NAB Show podcasts
Click here for Season 4: 2023 ANA Masters of Marketing podcasts
Podcast: Play in new window | Download
In the ninth episode of the series, we hear the conversation RAB’S Mike Hulvey had with Kevin Perry, president and CEO of Perry Publishing & Broadcasting, a second-generation broadcaster operating out of Oklahoma City with 16 stations throughout the country. He is also a newspaper publisher. Kevin’s enthusiasm for the radio business is palpable and, in this episode, you’ll hear how localism and radio broadcasters’ commitment to the communities they serve is a key factor to success as well as being everywhere – whether it’s in audio or video platforms, to ensure radio’s future success.
Click Here to watch the interview on our YouTube channel.
Click here for Season 5: 2024 NAB Show podcasts
Click here for Season 4: 2023 ANA Masters of Marketing podcasts
Podcast: Play in new window | Download
Contributor: Rick Kestenbaum, general manager, AnalyticOwl
According to the National Association of Realtors, the average age of a home in the U.S. is 39 years. That creates constant opportunity for plumbing and HVAC companies. Radio has proven to be an excellent way to not only promote emergency services, but also to get listeners thinking about profitable replacements, upgrades and renovations.
AnalyticOwl Industry Insights reports for these categories, based on responses measured between July 2021 and June 2023, reveal a number of opportunities that advertisers can use to better understand the impact of radio on website traffic and to understand where and how to optimize to even better response.
One key finding is that during this date range, 84% of plumbing website visits and 75% of HVAC website visits that occurred immediately after commercials aired came from search engines (Google, Bing, Yahoo, etc.), while only 14% of plumbing website visits and 24% of HVAC website visits came from users who entered a specific website address. Why is this important? In Google Analytics, the “Referring Source” metric identifies the last website a visitor was on. That can give the impression that all of that traffic should be attributed to search engines when in reality many visits ae from people who had just heard a commercial and then used a search engine to get to the site. Understanding that people will overwhelmingly behave this way no matter what call to action is used is key to understanding the full impact of radio. Hard-to-remember website or landing pages addresses, dedicated phone numbers and response codes all attempt to create a narrow response path that most people simply won’t go down.
For both categories, response rates were at a fairly consistent level from Tuesday to Saturday. In this case, the best strategy is a consistent presence throughout the week in order to leverage that steady flow. The best daypart overall was Midday, 3 p.m. to 7 p.m., but Afternoon was close behind as was Morning Drive, which is unusual since Morning Drive usually drives higher numbers later in the day as a benefit of reach and frequency. Evenings and Overnights often prove to deliver good value given lower rates. And :30 was the best-performing ad duration, driving 2% lift in web traffic. This is an important consideration for those using :15s and/or :60s.
Radio visitors also drove quality visits. Session durations averaged 1 minute, 14 seconds with an average of 1.7 pages viewed, indicating serious interest and response. Bounce rates were under 50%, indicating that fewer people just visit a single page before leaving the site. And over 50% of site visitors used a mobile device, a great reminder that radio audiences can easily respond anywhere and everywhere.
Radio reaches adults who are in the market for plumbing and HVAC upgrades. According to Scarborough’s USA+ 2023 Release 2, radio reaches not only 86% adults who are planning any home improvement but 84% with HVAC plans and 86% plumbing plans.
Tapping into radio’s reach, advertisers who follow these insights will find that increased response leads to increased conversions and increased revenue.
Author: Annette Malave, SVP/Insights, RAB
With temperatures around the country on this rise, who wants to cook? Dining out or taking out is the way to go.
Continue reading “Radio is on the Menu for Restaurants”Author: Team RAB
As we kick off the July 4th holiday weekend, today’s blog is a little bit different. A celebration of collaboration, creativity, the joy that summer brings and, of course, the power of radio.
Continue reading “A Story About Radio”
