A Blog All About Radio
Author: Annette Malave, SVP/Insights, RAB
Marketers have spent years chasing younger consumers – following emerging platforms, evolving behaviors and cultural trends. But in the race to connect with millennials and Gen Z, many advertisers may be overlooking one of the most financially powerful audiences in America: baby boomers.
Continue reading “Boomers Hold the Wealth. Radio Holds the Connection.”Author: Avery Berggen, Marketing Manager, Marketron
For more than a decade, RAB’s Annual Digital Benchmarking Report, produced by Borrell Associates Inc., has helped radio leaders understand how local advertising is changing and what it takes to stay competitive.
This year’s findings confirm what many broadcasters are already seeing.
Continue reading “Insights into Action: 5 Next Steps for Radio from the RAB – Borrell Digital Benchmarking Report”Author: Annette Malave, SVP/Insights, RAB
As we look back on the past year, our blog explored a wide range of topics—each shining a light on why radio continues to be America’s top media platform.
Contributor: John Fix, John Fix Ltd. – Consulting P&G retiree
I was fortunate to work with many great people and companies this year. Cumulus Media, iHeart, SiriusXM and In4mation Insights were great partners and the RAB and IAB have done great things with audio. The majority of the conversations were around the role of data and every road somehow led to MMM.
Continue reading “My 2025 in Review – Audio, New Data and MMM”Author: Tammy Greenberg SVP Business Development, RAB
The pressure is on almost every marketer. A whopping 95 percent of marketing leaders say their teams are under more pressure than ever to prove marketing’s value, according to “CMSWire’s 2025 State of the CMO Report.” Equally worrisome, the report, based on the responses from 515 marketing leaders, found that 69 percent of marketers feel the gravity of responsibility to deliver quantifiable ROI, up from 59 percent in 2023. Using audio media platforms to amplify brand-building efforts — and drive full-funnel results — could be the solution to relieve the pressure.
Continue reading “Radio Pumps Up Marketing Effectiveness”Contributor: Mallory Bouslog, senior account executive, Marketron
Despite fourth quarter signaling the end of the year, it is also actually a huge advertising opportunity for the year. Retail and other industries see bumps in spending, making it critical to promote their business to rake in holiday shopping sales.
Continue reading “Holiday Shopping Creates Big Opportunities for Local Media Advertising”Contributor: Beth Osborne, director, marketing and content, Marketron
For 13 years, the Borrell-RAB digital benchmarking report on radio digital sales has been a valuable resource for the industry. The insights of local media buyers and station management allow us to look backward and forward on the opportunity for radio to be a leader in local digital ad sales.
Continue reading “Insights into Action: 5 Next Steps for Radio from the Borrell-RAB Digital Radio Sales Report”Author: Annette Malave, SVP/Insights, RAB
Buying a home, estate planning or getting a divorce. These are just some of our rites of passage that we may experience as adults, but they are also times when we find ourselves in need of legal services.
Continue reading “It’s Good Judgement to Use Radio for Legal Services”Author: Victor Texcucano, Content Coordinator, RAB
Electronic retailers are one of the more popular places where consumers shop for gifts for loved ones. Whether it’s a new tablet for the kids, a new laptop for a college student or a brand-new 80” 4K TV for the living room, electronic retailers sell many high-ticket goods valued by all consumers.
Continue reading “Electronic Retailers Have the Goods This Holiday Season”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”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.
Continue reading “Plumbing and HVAC Ads on Radio: What’s Working Best”Author: Tammy Greenberg, SVP/Business Development, RAB
Navigating the complex world of attribution is not that complex with new measurement capabilities in play for radio success
There is a misperception in the advertising community that an audio ad’s influence on a consumer’s purchase journey can’t be measured to the same degree as ads that run on digital media. This inaccuracy is grounded in radio’s broadcast nature, which makes attaching a digital pixel for tracking individual listeners from exposure to purchase an impossibility.
Continue reading “If You Can Dream It, Radio Can Measure It”Contributor: Beth Osborne, director, marketing and content, Marketron
As digital advertising continues to become a growing part of a station’s revenue, you may have a book of businesses that are digital-only advertisers. Maybe they aren’t convinced of the value of radio ads or seek an audience outside of your station demographics. For new advertisers, they may have never purchased an audio ad before. There are many reasons they may be in this bucket. The question is, should they be?
Continue reading “Why Digital-Only Brands Should Become Broadcast Radio Advertisers”Author: Annette Malave, SVP/Insights, RAB
During the height of the pandemic, consumers found themselves not only reevaluating where they lived, but also the furniture they had in their homes. Dining rooms and kitchens became makeshift offices. Consumers quickly realized that they needed to look at their home furnishings with a different perspective.
Continue reading “Radio Delivers Furniture Buyers”Author: Annette Malave, SVP/Insights, RAB
What a difference a few years make. We have all seen it and experienced it. Although different, business is back from the impact of the pandemic. Shelves are full and automotive dealer lots are full. Automotive has gone from a seller’s market to a buyer’s market.
Continue reading “Radio Accelerates Website Traffic for Auto”Author: Annette Malave, SVP/Insights, RAB
Partnerships are important. Ask anyone who is trying to grow their business, and they will admit that along with their own hard work, the partnerships and relationships they build with both consumers and other businesses has helped their own growth and impact.
Continue reading “Radio is the Perfect Partner”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”Author: Annette Malave, SVP/Insights, RAB
Here we are. Welcome to the first week of 2024! This first week is when many will start something new. Whether that “new” is exercise, reading more, taking on a new hobby or something else, it is also a good time to remember some of the things from 2023.
Continue reading “Radio Highlights to Kick Off 2024”Author: Tammy Greenberg, SVP/Business Development, RAB
The current economic environment and consumer concerns over inflation are challenging marketers and media alike to do more with less in an increasingly complicated and competitive marketplace. Add to that the ongoing threat of another health crisis, the rapid influx of advancing technology, and the multiplicity of events in 2023 and their long tail impact, one thing has remained stable, efficient, results-driven, and a trusted partner to marketers. Radio.
Continue reading “Radio Works to Drive Business Forward”Author: Annette Malave, SVP/Insights, RAB
Jewelry is a reflection of a person’s individual style. Whether it is a bracelet, ring or watch, it can be a statement of one’s personality or culture, but it can also be reminiscent of a family member.
Continue reading “Radio Shines for Jewelry Retailers”
