Radio has the ability to reach small business owners and self-employed workers.
(Source: Scarborough USA+ 2017 Release 2 [June 2016-November 2017])
Radio drives awareness, relevance and consideration for B2B advertisers.
Based on an analysis of 18 B2B campaigns:
(Source: radioGAUGE from the Radiocentre [strongly agree scores]; based upon a wide range of research studies over the years )
Radio is a source for education as well as entertainment for B2B professionals/managers:
(Source: GfK MRI Doublebase 2017; Adults 18+ who are business-to-business professionals/managerial)
Radio is an aid for many business owners:
(Source: GfK MRI Doublebase 2017; Adults 18+ who are self-employed in their own business)
Radio drives online activity for B2B and consumer campaigns.
Federal Contractor Builds Awareness with Radio
An analysis by Media Dynamics Inc., of varied weight level schedules illustrates that the greater the number of stations included within a buy will deliver higher reach and lower frequency when compared to those same weight levels purchased on fewer stations.
The analysis also showed that as weight levels increased, reach levels also increased. The same was also true as additional stations were included within the buy at those same increased weight levels.
It is important to determine the goal of the overall campaign. The goal will determine the structure of the plan. Simply stated: A reach campaign should include numerous stations over an extended period of time. If the goal is to increase frequency, then the converse is true: Reduce the number of stations and weeks and increase the number of spots placed on the stations purchased.
By Multiple GRP, Week and Station Levels
Radio remains relevant in today's world of time-starved consumers. As the original mobile and social medium, it provides programming content meeting the entertainment needs of people according to their demography, geography, ethnography, etc., via its thousands of commercial radio stations, streams, multicasts and podcasts.
Radio is ubiquitous, reaching consumers on-air, online, on-site and on demand whether they are at home, at work or in their car. It is a passive medium allowing consumers to multi-task and listen while they work or play in today's world.
It is a reach medium, delivering messages 24/7 to consumers personally, one-on-one, in an attentive environment. It provides information as it reaches consumers closest to their time of purchase, as they drive to or from work, or even during a lunch break. When used synergistically with other media, it increases brand awareness, brand recall, and an advertiser's ROI. In various studies, it has also proven to increase website visitation and purchase likelihood.
Radio's core strength continues to be the power of words and sound. With its human voice to convince, it can be used as a branding medium. Advertisers continue to use radio personality endorsements to build trust and drive business, with these same personalities often providing personal experiences with the brand, on-air mentions and authentic chatter within their shows.
Radio is resilient. Its accessibility continues to expand with technology. Innovations in this same technology are both enhancing and expanding radio's ability to provide content to listeners whenever, wherever they want it on-air, online, or on demand. Today's technologies can increase and enhance the consumer's radio experience thru text messaging, mobile applications, visual experiences, time shifted listening via podcasts, and even on smart speaker devices.
There have been studies that prove radio's ability to complement other media and drive brand awareness, as well as increase return-on-ad spend. Additionally, as today's advertisers and agencies begin to focus on attribution, radio can now quantify its impact on campaigns. Various organizations can now pinpoint shifts in behavior with digital technology.
As the top source for music discovery and audio entertainment, radio has a dominant role among listeners of all generations and age groups. Radio and the personalities on those stations are companions, something that keeps the listener company, elevates their mood, informs them and makes them think and laugh.
Which commercial length is most effective? This is a difficult question to answer, as spot length must be dictated by the goal of the message. Allowing an ad budget to dictate the length of the ad is the most common mistake made by advertisers. Never try to get by with :15s and mentions when :30s or :60s are called for to adequately convey your message.
If your budget is limited, reduce Reach instead of cutting the length of your ad, or buy a less expensive time of day or advertise on a smaller station. Ad messages must always be exactly as long as they need to be or nothing else will matter.
Following are some parameters to keep in mind when determining what length spot you need to create. Additionally, keep in mind that for some ad categories, commercial length may be pre-determined based on boilerplate disclaimers required by law.
The commercial length and effectiveness can be impacted by various elements such as the number of brand mentions or ideas within the ad and even by the ad's format. According to Radio Recall Research, LLC, ad formats depicting a "Slice of Life" have the greatest recall across both :60 second and :30 second ads -- 22% and nearly 19%, respectively, Interview/Testimonials ranked second across both lengths. Announcer/Sing & Sell formatted commercials had the lowest recall scores with :60 and :30 second spots -- nearly 16% and 14%, respectively.
Brands seek celebrity or radio personality endorsers because they are well-known in their communities and listeners feel a certain bond with radio hosts.
Radio, with its human voice to convince, can be used to persuade and influence listeners.
Radio listeners have a strong personal connection with radio station personalities. Radio listeners see the stations’ personalities as friends.
Listeners have an emotional connection with on-air personalities.
As the original social media influences, DJ endorsements work well to build trust, drive business and website traffic for advertisers.
Radio and DJ endorsements are great at reaching a large number of consumers and getting them to your location, and can be customized by brand:
*Visit www.rab.com for additional case studies.
Sources: 1) Jacobs Techsurvey, 2018; 2) Katz Media Group, Our Media community, Q3 2017: 3) Vision Critical / MARU Nation Study, November 2017; 4) Radio Advertising Bureau and Presslaff Interactive F.C.T. Report, 2014; 5) USC, Annenberg School for Communication & Journalism, 2014
The U.S. 12+ population base increased from 308.6 million in 2010 to 326.8 million in 2018 according to the U.S. Census Bureau. This has been a key factor in radio’s ability to grow the AM/FM radio audience base by nearly 8 million listeners over that same time span, from 240.1 million to 247.9 million. Radio penetration of the 12+ demo remains relatively high at 90%.
With the plethora of new media choices, radio still offers near universal coverage of the broad 12+ demo, underscoring radio’s appeal to listeners young and old.
(Source: Nielsen, RADAR 107 & 139, December 2010 & December 2018, Monday-Sunday 24-Hour Weekly Cume Estimates)
From The Ephron Letter, 06/05, "Reach Trumps Frequency":
The average consumer spends nearly 41 hours annually in traffic during peak hours.1 Despite newer technologies evolving as options for in-car entertainment, on-the-go consumers still prefer radio as their top in-car selection.
According to The Infinite Dial 2018:
Radio has the greatest Share of Ear© In-Car. 2
According to Jacobs Media Techsurvey 2018:
Radio and in-car display are the perfect combination to target consumers on-the-go. Broadcast radio listeners pay attention to display screens:
Sources: 1) INRIX Global Traffic Scorecard, 2017; 2) Edison Research, Miles Different: In-Car Audio, 2018; 3) MARU/Vision Critical Study, September 2018
Definitions as per the American Marketing Association:
This list has been compiled solely to provide sources of monitoring services available for Radio in response to frequent requests for this information and in no way implies RAB endorsement of any specific company.
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On average, Nielsen Audio's's PPM shows that listeners are exposed to 6 Radio stations per week.
PPM (actual electronic measurement) confirms that consumers listen to more Radio stations than the estimated 3 per week shown by Diary measurement (listener recall).
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