Radio Ads Influence Home Improvement Projects

Radio Station Personality Ads Help Drive Trust

New York, NY – January 22, 2014 – Findings from RAB’s F.C.T. Report show that when consumers are determining their next home improvement project, radio ads influence that decision. Also, listener trust is positively influenced when a favorite radio station personality promotes a particular home improvement project or service – especially among 18-34 year olds. 

“The findings from the survey demonstrate radio’s ability to persuade and influence behavior,” stated Erica Farber, RAB President and CEO.  “With 75% of the survey respondents being homeowners, it’s clear that radio is a key medium for home improvement companies and services to reach their target audience.”

Conducted from October 29 to November 19, 2013, this F.C.T. Report survey queried over 12,300 respondents aged 18+ about their home improvement plans, timelines and estimated budgets.  Of those surveyed:

• 30% plan on starting their home improvement project in the next six months.
• Kitchens and bathrooms are the top 2 inside home improvement projects regardless of respondent age group or gender.
• By far, the top outdoor project is the addition of a patio or deck.
• The majority of respondents are do-it-yourselfers.

While the majority of respondents view themselves as do-it-yourselfers, a large portion also engages a local contractor to complete the project.  When it came to contractor selection, reputation is the most important consideration, outweighing cost and surprisingly online reviews.

 “The information from this report provides RAB members with the information they need to drive sales for their stations,” stated Ruth Presslaff, President, Presslaff Interactive Revenue.  “The identification of consumers' home improvement goals and preferences is certain to open doors for radio sellers and create a dialogue with local home improvement businesses and services." 

A webinar featuring the national results will be presented by the RAB and Ruth Presslaff, on January 30, at 10 AM Central and 3 PM Central.   To register for the Home Improvement webinar, click here.  To become an RAB member, please call Member Response at 800-232-3131 or email.

The Radio Advertising Bureau’s Finding Consumer Trends (F.C.T.) Report service helps radio stations sell locally and highlight radio listeners’ buying power.  Developed in partnership with Presslaff Interactive Revenue, the reports are turn-key online surveys of a station’s audience that provide salable insights and qualified leads on purchase interests in top advertising categories.  This service is offered as a benefit of membership.  To find out about participation in future F.C.T Reports, click here.

Press Inquiries: To receive an executive summary of this report please send an email to Press@rab.com.

About RAB
The Radio Advertising Bureau serves more than 6,000 member Radio stations in the U.S. and over 1,000 member networks, representative firms, broadcast vendors, and international organizations. RAB leads and participates in educational, research, sales, and advocacy programs that promote and advance Radio as a primary advertising medium.

About Presslaff Interactive Revenue
Presslaff Interactive Revenue (PIR) is a leading database, email and social media marketing company, working with over 1,000 radio, television and newspaper properties across the U.S and Canada. PIR’s Dat-e-Base software integrates registration, email marketing, contesting, surveying, social and database management software.  Along with the technology, PIR marketing experts provide the support, analysis, case studies and ideas to their clients that result in audience growth and advertising revenue.

Presslaff Interactive is a privately owned company based in Torrance, CA with offices in the metro areas of Seattle, Denver and New York. Visit www.presslaff.com  for more information.