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Radio is America's #1 reach medium. Explore here for ideas on how to put radio's unique marketing power to work for you.
Radio is a very effective medium for the "Home Improvement" category. Here are just a few statistics to back up this claim:
Radio serves many purposes in the lives of its listeners. It’s a medium that is very special to local communities - big and small, as it brings many together in a way that feels very intimate. Radio is known for its great storytelling. We trust it for information and entertainment - for crucial information, such as where to take the kids this weekend or to simply turn it up and dance to the latest hits.
New research shows how radio can help brands build relationships with consumers through the power of storytelling and shared passions.
In conjunction with the Association of National Advertisers (ANA), RAB brings you this presentation, which provides opinion poll results among marketers and a glimpse at how radio delivers on those insights.
ANA | RAB Presentation
As a truly mobile medium, radio is the medium closest to purchase. So, when a consumer hears a radio commercial, are they more inclined to visit the advertiser they heard? Does exposure to the radio commercial on certain days of the week have a greater influence on when they visit? The Radio Advertising Bureau (RAB) already proved that radio ads drive online behavior in Radio Drives Search, but what about store traffic? Can radio advertising be attributed to a lift in store/location traffic? The RAB partnered with TagStation’s Dial Report team to not only answer that question, but to attribute radio’s traffic lift across various retail ad categories.
Visit Radio Drives Store Traffic
In today's digital world, consumers' path to purchase almost always includes using a search engine. In fact, according to recent Forrester Research data, 71% of consumers begin their journeys by using a search engine to discover new products and services (initiation), and 74% report using a search engine for consideration and purchasing (research, comparison, transaction). One of the most common questions posed to the Radio Advertising Bureau (RAB) by its members and advertisers is: Does radio advertising drive online behavior? Does radio advertising drive search?
Visit Radio Drives Search
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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.” READ MORE
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. READ MORE
Last week's post highlighted radio advertising as trusted by consumers, according to a YouGov survey. The latest Total Audience Report from Nielsen not only confirms that finding, but also illustrates that radio ads are very/somewhat trustworthy among adults 18-34. Yes, they are listening, and they trust the ads they hear on radio. READ MORE
Radio matters. Click play below and find out more.
Radio is America's #1 reach medium. Click here and pass it along.
Nielsen Total Audience Report November 2020
Adults listen to 11.8 hours of radio every week. Click here to share the news.
RADAR 147, December 2020(C) Nielsen Audio, M-Su 24-Hour Cume Est. P12+
Radio creates brand awareness and drives ROI.
Browse the case study library below and see why radio matters to businesses of all shapes and sizes.
Listen to award-winning commercial audio and be inspired by the Radio Mercury Awards.