Radio has the ability to reach small business owners and self-employed workers.
(Source: Scarborough USA+ 2014 Release 2 (February-September 2014))
Radio drives awareness, relevance and consideration for B2B advertisers.
Based on an analysis of 16 B2B campaigns:
(Source: radioGAUGE from the RAB U.K (strongly agree scores))
Radio drives influence of national campaigns for local small businesses.
In 2010, Small Business Saturday was launched as a National Day to support Small Business. Small Business Saturday is sandwiched between Black Friday and Cyber Monday.
Radio drives online activity for B2B and consumer campaigns.
Focus on Energy Case study
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 nearly 11,000 commercial on-air stations, over 7,200 streaming stations (Source: FCC; MStreet; Inside Radio, 2014) and more than 2,200 stations (Source: iBiquity/HD Radio, January 2015) broadcasting multiple HD Radio channels.
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 - essential 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 DJ endorsements to build trust and drive business with DJs often providing personal experiences with the brand,on-air mentions and authentic chatter within their shows.
Radio is resilient. Its accessibility continues to expand. Various distribution platforms such as streaming, HD, and apps also keep Radio relevant. Unlike other media, the audio experience remains intact platform to platform - whether it is delivered on a desktop, in a car, MP3 player or smartphone. These platforms allow Radio to maintain its local presence while also delivering to a national audience. Today's new technologies can increase and enhance the consumers Radio experience thru text messaging, mobile applications, time shifted listening via podcasts, etc. and can now also provide a visual experience not previously available.
NextRadio is a game changer for Radio. It is the product of an industry initiative to place or activate FM chips in smartphones. NextRadio is an FM tuner application that receives FM Radio signals within local areas. NextRadio also provides a platform for Radio broadcasters to share information about their station and their broadcast content so that listeners can receive real-time updates as they listen. It offers enhanced advertising opportunities, provides additional Radio listening opportunities and changes perception of Radio. This could be the tuner of the future.
The future of Radio is bringing all technology and platforms together to deliver true interactivity to the masses, one person at a time. Innovations in interactivity such as listener-influenced programming via the use of platforms like LDR technology; personalized playlists powered by broadcast stations, such as iHeartRadio; instantaneous ownership of audio content such as music, exclusive interviews and concerts, sports and news programming, etc., are just the beginning.
Within this world of new technology and media fragmentation, Radio continues to be a top source for new music discovery and audio entertainment. It remains the top in-car device for entertainment with 86% of drivers citing AM/FM Radio as their primary in-car entertainment device (Source: The Infinite Dial 2015, Edison Research / Triton Digital). Even in this digital age, Radio continues to be a primary medium that Americans turn to for information during emergencies or other crises. When the power goes out or cellular towers are down, Radio is always there.
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.
"All animals are equal but some animals are more equal than others." Thus declared Napoleon the pig who takes over leadership of a rebellion against a human farmer in George Orwell's Animal Farm. This can be applied to "commercials" because while advertising on the radio is the same, it is not. Commercials may be viewed as being equal in the listeners' minds, but ads can have a different impact and can "wear out" at different rates. While this overview will lump all commercials together and focus on broadcast AM/FM radio, remember that according to Eric Clapton, "It all depends." Insights gleaned from this treatise can be applied to streaming audio.
The issue of commercial wearout is closely associated with "effective frequency" or what are enough ad exposures, followed by how many are too many leading to wearout.
Radio, with its human voice to convince, can be used to persuade and influence listeners.
Advertisers use DJ endorsements to build trust, drive business and website traffic.
Radio and DJ endorsements are great at reaching a large number of consumers and getting them to your location.
Endorsements brought to life in a number of different ways can be customized by brand:
The U.S. 12+ population base increased from 253,444,000 to 266,593,000 from 2008-2014. This has been a key factor in Radio's ability to grow our audience base by 9.1 million listeners over that same time span.
Radio penetration of the 12+ demo remains relatively constant â€“ from 92.9% in 2008 to 91.3% in 2014.
With the plethora of new media choices, Radio still offers near universal coverage of the broad 12+ demographic, underscoring Radio's appeal to listeners young and old.
Note: These figures comprise AM, FM, streamed AM/FM and HD Radio stations. Nielsen Audio's data does not include Sirius XM satellite or pureplay Internet Radio stations such as Pandora, Spotify, etc.
From The Ephron Letter, 06/05, "Reach Trumps Frequency":
Despite newer technologies evolving as options for in-car entertainment, on-the-go consumers still prefer radio as their top in-car selection:
Source: Ipsos for iHeart Media survey 1,036 A18+,January 2015
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.
BVS – Broadcast Verification Services
Critical Media212 400-8674
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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