Marketron

Category: Reach

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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Play Ball with Radio

Author: Annette Malave, SVP/Insights, RAB

The role that sports plays in the lives of Americans became magnified during 2020. Whether it was the dribbling of a basketball on a court, the crack of a bat or the sounds from a huddle – people needed to watch and experience sports.

Sports fans are passionate, and they are engaged in the team or player they are following. They are emotionally connected – just like they are with radio.

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Tips for Targeting Dads

Author: Annette Malave, SVP/Insights, RAB

In just a few weeks, people across the country will be celebrating Father’s Day. For some, it may continue to be virtual, and for others, it may be a long awaited in-person celebration. According to the National Retail Federation (NRF), 75% of adults plan on celebrating Father’s Day in 2021.

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Auto Attitudes of Radio Listeners

Author: Annette Malave, SVP/Insights, RAB

The role that vehicles play in the lives of consumers has shifted, and while they were once considered solely as a means of transportation, they quickly became a place to escape or for “me” time.

Supply chain issues for the auto industry – from vehicles to microchip shortages – are impacting the industry. However, while these issues might be considered a hinderance to sales, the opposite is true. According to a Kelly Blue Book (KBB) survey, 87% of consumers are aware that these issues are impacting both domestic and imported vehicles.

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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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A Look at Black and Hispanic Audio Consumption

Author: Annette Malave, SVP/Insights, RAB

The events of 2020 have magnified the importance of reaching ethnically diverse consumers. Advertisers across a wide array of categories, from Main Street to Madison Avenue, have increased their focus to reach Black/African American and Latino/Hispanic consumers. Knowing the media habits of each of these audiences is important to connect with them.

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