Why Radio
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Benchmarking Digital
2018 marked the sixth year of the Borrell Associates Benchmarking: Local Radio Stations Online Revenue report. It continues to deliver important future planning insights for radio sellers, managers, stations and groups on the digital and digital services landscape. Done in partnership with the RAB, this report has become a trusted resource for many of our members that also serves as an educational tool providing information on the digital sales competitive landscape.
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Radio Drives Store Traffic
During the 2018 Radio Show, the RAB released "Radio Drives Store Traffic" - a study done in partnership with TagStation's Dial Report Team. Findings from across four major ad categories - automotive, beauty retailers, home improvement and QSR - proved that radio was able to drive a 22% lift in store traffic, on average. Lift by specific category was: automotive +32%, quick-serve restaurant +23%, Home Improvement +7%, beauty retailer +32%.
Based on a range of retail brands, additional findings show:
Listeners exposed to ads on Mondays, Wednesdays
and Saturdays were more likely to visit.
Exposure during weekends and evenings drove
higher traffic.
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Instant Backgrounds
One of the key tools for all successful sellers is prospecting tools. Instant Backgrounds continue to be one of the top 5 most-used tools on RAB.com. Throughout 2018 we've updated many categories on a rotating basis and as new information is released, other categories will continue to be updated.
Visit on RAB.com
The Prospecting Report was designed to help identify ad categories and is developed by monitoring and summarizing activity from various RAB and external resources. As a legacy tool, we recently decided to give the report a facelift. The result? A fresher, cleaner and easier to use report that now also includes tips on where to find tools to help prospect on specific categories.
Marijuana Advertising
Cannabis has become a new revenue category for the ad industry in general but navigating the rules and regulations around advertising is complex. As a way to help our RAB members, we've created a Cannabis page on RAB.com aimed to educate and inform our members as well as answer any questions. Prepared exclusively for the Radio Advertising Bureau by Brad Deutsch and Aaron Edelman of the law firm Garvey Schubert Barer, a Marijuana Advertising FAQ is now available along with blogs and podcasts that cover this topic.
Why Radio Microsite
The highest touchpoint for members, advertisers and agencies is the Why Radio microsite. Created to answer questions anyone might have regarding radio and its incredible reach, it contains the most current RADAR ratings, GfK MRI and Scarborough data. Additionally, within this site you'll also find links and PDFs of the most current and publicly available studies from Edison Research, Jacobs Media and Nielsen, to name a few. Also available are presentations that illustrate radio's current landscape and its targetability across the African American, Hispanic and general market. These presentations are continuously updated throughout the year as new data becomes available.
RAB presented its 2017 Radio Drives Search study and findings in March 2018 at ConsumerXScience - the Advertising Research Foundation's annual conference. Lastly, the Research and Insights team actively participates on various research committees such as the Media Rating Council (MRC) and COLRAM (Committee on Local Radio Audience Measurement of Location Radio).