Providing information to sellers is part of RAB's mission, delivering information sellers need to do what they do best. These tools are continually updated to provide the latest information to understand specific industries, how to prospect and how to increase revenue. We know it's difficult to keep up with everything that is new and that's why we promote both updates and new products across all of RAB's member touchpoints.
Radio Sales Today
RAB's content coordinator ensured sales professionals stayed on top of fast-changing trends and insights with actionable advertising and marketing information.
Number of Issues Delivered
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Top 5 Most Valuable Resource
Instant Backgounds
Views8,352
Prospecting
Views10,683
RAB LIVE Presentations
Registered Attendees3,085
Why Radio
Visits19,063
RAB Live Presentations
Over 3,000 RAB members registered to attend RAB's 21 live presentations including 11 'Radio Works' advertising webinars/live presentations featuring category overviews and broadcaster and advertiser success stories and case studies enabling sellers to further understand how they can prospect and call on some of radio's most important advertising categories. Additionally, throughout each month, RAB updated and promoted key RAB tools such as Instant Backgrounds and The Pitch to complement each month's featured advertising vertical.
RAB Insights has partnered with various marketing and research organizations to provide new insights and research resources to RAB's members. A few of the unique partnerships that have provided RAB with new primary research for RAB.com and live presentations include:
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The research firm conducted a proprietary quantitative analysis to determine the thresholds for creative wearout and alongside John Fix, former P&G executive, presented the data to RAB membership, the advertising community and the creative community via live online presentation and contributed a blog post for Radio Matters. Access to the findings may be found here.
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AnalyticOwl - Access to attributional data across a myriad of categories highlighting radio's ability to drive online traffic. Live presentation participation on HVAC/Plumbing along with a companion blog post.
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In a new partnership, RAB members received, via a live presentation, a downloadable report as well as a companion blog post, insights into potential growth categories for the remainder of 2024 as well as 2025. RAB members also received one-sheets that could easily be shared with current and prospective advertisers.
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In early 2024, we released our 12th annual digital benchmarking report which provides RAB members and the industry insights into digital growth. The 2024 report highlighted that radio gained share over local competitors in the digital marketplace.
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CivicScience turns data and insights into consumer and radio listener preferences. Live presentations focused on automotive and retail as well as blog companion pieces and insights.
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Foster Garvey - A long-standing relationship, participation by principals of law firm Foster Garvey, shared considerations and information on copyright protection during a live presentation as well as updates to the Political Advertising Handbook, and Political Advertising and Cannabis FAQs. They have also authored informative blogs on topics such as how radio stations and small businesses can protect themselves from scams and have participated in various RAB live presentations and meetings.
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The Media Audit - Offering consumer insights into demographic and lifestyle characteristics across a wide array of categories. The data is used to power insights across a number of RAB member products such as The Pitch, Radio Matters blogs, etc. to help promote the value of radio to reach specific consumer targets.
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PQ Media - A long-standing relationship with the top management team, PQ Media has provided RAB members with political spending forecasts via contributed blog posts for 10+ years. Additionally, they provide regional and statewide insights into electoral races potentially impacting radio revenue.
In 2024, PQ Media presented to the RAB Board of Directors and delivered information into political as well as media forecasts. -
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Provoke Insights - An ongoing partnership that offers RAB members consumer as well as radio listener ad category insights with 14 research data reports delivered.
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Silver Oak Political - During a most unusual and unprecedented election year, RAB members were exposed to deep political insights with recommendations on how to approach and deliver messaging to political advisors and consultants.
This partnership included a live presentation with a downloadable report, blog post as well as participation in industry-related events.
Mike Hulvey, RAB president and chief executive officer, discusses the measurement change in Nielsen's PPM markets with Rich Tunkel, managing director, Nielsen Audio.
Providing resources to help educate RAB members is one of our most important goals. As changes and opportunities occur in the marketplace, RAB has partnered with Nielsen Audio to help RAB members navigate the complexity and provide them with materials to ensure that the industry speaks with one voice.
In 2024, an industry collaborated study into radio's strengths to reach niche audiences and swing voters was presented by Nielsen during a live presentation. complemented with an easy-to-use downloadable presentation.
As media consumption habits shift, Nielsen recognized the importance of updating the PPM measurement qualifier that had been in existence for decades.
Starting with the January 2025 PPM survey period (running January 9 - February 5), Nielsen Audio is making a data-driven change to a 3-minute qualifier and modernizing measurement in their PPM markets. The result is that radio and its advertisers will get credit for more of the audience that hears their ads and content. RAB created a dedicated page housing resources on RAB.com, produced by Nielsen, to help inform radio sellers and ad industry professionals of what's ahead.
Other Research Partnerships
- J.D. Power, a well recognized organization, continues to participate in live presentations sharing data and insights into the automotive category. Tyson Jominy, vice president at J.D. Power is a regular participant in RAB's live presentation focused on the automotive industry.
Radio Matters is RAB's weekly blog delivered to the radio and advertising community highlighting radio's many attributes. The blog is celebrating its eighth year with nearly 600 posts. In 2024, with an average open rate of 30%, the blog was opened more than 150,000 times.
Through conversations with audio leaders, thought leaders, influencers and marketers who are achieving success, the focus of this series is to amplify and share radio's meaningful impact in the homes, offices and cars of Americans across the country.
Radio On Main Street podcast was re-launched last year featuring thematic-based content. To date, six distinct series have been released featuring interviews and discussions with marketers and thought leaders including the 2024 ANA Masters of Marketing conference, leading broadcasters at the 2024 NAB Show, and a complete season featuring radio's on-air influencers.
The podcast is available on RAB.com as well as audio platforms including Apple, Android, iHeartRadio and YouTube. Episodes are released weekly, and the series is promoted via RAB's various marketing communications vehicles including broadcaster member newsletters, advertising industry newsletters, social media, and on RAB.com.
The Radio Matters blog and podcast have nearly 7,000 subscribers combined that includes an engaged audience of broadcast radio professionals, marketers and advertisers - brand and agency professionals, chief marketing officers, and marketing services providers and industry/trade press.To subscribe and listen now, click here.
RAB Insights and Cross-Industry Advocacy
Active participation in industry research committees and events:
- Completion of a two-year term as Chair of the Media Rating Council board after a two-year radio committee chair.
- Active participant of NAB's Committee on Local Radio Audience Measurement (COLRAM.)
- Contributed article in the Hispanic Marketing Council's 25th edition of the Hispanic Market Guide which has been downloaded over 3,500 times to date; a companion ad was also included within the guide.
Engagement with members across an array of industry and cultural related events:
- Focusing and learning about the challenges and opportunities affecting RAB members requires our dedicated attention and investment of time:
- National Association of Black Owned Broadcasters (NABOB) Black Media Summit & Power of Urban Radio Forum
- Association of National Advertisers (ANA) Multicultural Marketing & Diversity Conference
Every month, RAB President & CEO Mike Hulvey connects with RAB's 6,000+ members, sharing information on upcoming live presentations, available new research materials and details on RAB's advocacy activities within the advertising and radio communities. This year, we also launched a new video series called Mike's Monday Memo featuring Mike with a monthly video message inclusive of member highlights, RAB updates, and leadership moments.
To see the latest Mike's Monday Memo and catch up, click here.
