NEW YORK – April 13, 2022 – RAB and Provoke Insights, a full-service market research firm, announced today a partnership focused on providing broadcasters with additional knowledge and insights into the consumer mindset as well as better understanding audio’s role in shopping behaviors across key advertising categories.

RAB and Provoke Insights will together present new primary research on a quarterly basis reflecting consumer sentiment and behavior as it relates to categories such as travel and fitness, as well as others that are important to radio. RAB members will benefit from the quantitative research in that it is intended to help in their prospecting efforts with local, regional and national advertisers. It will also provide radio marketing professionals with the information they need to highlight the incredible value of reaching radio listening consumers. With each new study, RAB and Provoke Insights will present the key findings in an RAB live presentation as well as make the research available on RAB.com.

“Carly and her dedicated team at Provoke Insights have their finger on the pulse of the consumer,” said Erica Farber, president and CEO, Radio Advertising Bureau. “We are excited to be able to bring forth this knowledge and expertise to the radio community with a more dedicated focus on the radio listener and what it means for advertisers.”

“We’ve built our business with a specialization in advertising and branding, enabling advertisers to better understand their customers,” said Carly Fink, president, head of strategy & research, Provoke Insights. “Taking it one step further and combining our expertise with media consumption insights, specifically radio, enables us to better help broadcasters in partnering with their advertising clients.”

RAB and Provoke Insights will present their first joint effort at the NAB Show on April 24 in a session titled “VBR – The Valued Business of Retail.”

About the Radio Advertising Bureau

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. For more information, log onto www.rab.com.

About Provoke Insights

Provoke Insights is a full-service market research firm that specializes in branding, advertising, media, and content marketing research. Founded on the premise that research should better align with marketers' needs, Provoke Insights' innovative approach empowers brands to navigate today's cluttered advertising space. For more information, visit www.provokeinsights.com.

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