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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 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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The disruption to businesses and the economy created by the pandemic throughout 2020 was unprecedented, impacting unemployment levels not seen in prior recessions. According to the U.S. Bureau of Labor Statistics, over twice the number of jobs were lost between March 2020 through April 2020 than those lost from 2007-2009. READ MORE
The role that sports plays in the lives of Americans became magnified during 2020. Whether it was the dribbling of a basketball on a court, the crack of a bat or the sounds from a huddle â€“ people needed to watch and experience sports.
Sports fans are passionate, and they are engaged in the team or player they are following. They are emotionally connected â€“ just like they are with radio. READ MORE
In just a few weeks, people across the country will be celebrating Father's Day. For some, it may continue to be virtual, and for others, it may be a long awaited in-person celebration. According to the National Retail Federation (NRF), 75% of adults plan on celebrating Father's Day in 2021.” 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 June 2021
Adults listen to 11.8 hours of radio every week. Click here to share the news.
RADAR 149, June 2021(C) Nielsen Audio, M-Su 24-Hour Cume Est. P18+
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.