Radio Post-Pandemic

Author: Tammy Greenberg, SVP/Business Development, RAB

The challenges that the marketing, advertising and media community faced throughout 2020 and the first half of 2021 have been like nothing any business has ever seen or experienced before. These challenges brought opportunity and have demonstrated a collective resilience in nearly every sector of business.

The next frontier for radio has been shaped by many of the lessons learned as consumers, businesses and brands have leaned in to audio across all platforms as the soundtrack to their daily journey.

What is new is old. What is old is new. Radio trends born from past truths.

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Radio Gets the Job Done for Recruitment

Author: Annette Malave, SVP/Insights, RAB

The disruption to businesses and the economy created by the pandemic throughout 2020 was unprecedented, impacting unemployment levels not seen in prior recessions. According to the U.S. Bureau of Labor Statistics, over twice the number of jobs were lost between March 2020 through April 2020 than those lost from 2007-2009.

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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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Purpose in Action with Radio Drives Business and Positive Change

Author: Tammy Greenberg, SVP/Business Development, RAB

It has been well-documented that consumers, now more than ever, care deeply about how brands are addressing social and environmental issues. According to the 2020 Porter Novelli Executive Purpose Study, 89% of business leaders believe companies that lead with purpose have a competitive advantage in today’s marketplace. In fact, 85% agree being a purpose-driven company drives profit. The bottom line is that in increasingly competitive markets, in just about every category of business, a brand’s contribution to society becomes the decisive point of difference for consumers.

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Leading By Example

Author: Tammy Greenberg, SVP/Business Development, RAB

Mahatma Gandhi famously said, “be the change that you wish to see in the world.” This simple, yet meaningful advice is perhaps more relevant and inspiring today than when it was first spoken.

There has been a marketing shift brewing over the past several months that has been ignited and fast-tracked by the current climate. We are seeing brands across all categories expressing their humanity, supporting consumers, contributing and leading social justice causes and using the power of their voice to publicly express their values and lead by example to inspire and activate change.

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Local is a Driving Force

Author: Annette Malave, SVP/Insights, RAB

Local truly matters. If there is one thing that everyone has learned during this pandemic, it is how important local businesses and communities matter – to everyone. When this all began, little did anyone realize how much walking into local businesses would be missed. You walk in, say “hello,” and if you frequent them enough, they call you by your first name. This event has been a very painful reminder of how much these local businesses mean to all of us.

Kelton Global, a consumer insights and strategy consulting firm, has been analyzing consumer behavior and sentiment since the onset of the pandemic. The most current data shows that 52% of Americans believe that the long-term effects of the coronavirus will be mostly positive than negative, and 9 out of 10 believe that there will be one positive change to come out of the outbreak.

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