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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.
RAB's attribution white paper has been prepared to showcase methodology currently available to measure the effectiveness of radio by and across platforms. Attribution is of paramount importance to the advertising community and there are many providers with capabilities to measure campaign success across radio forms.
Engagement Labs study commissioned by RAB conveys and underscores radio's unparalleled potential as a driver of brand discussions for advertisers. The study further explores how radio driven brand conversations impact and influence behavior, social issues and purchase intent for a range of category verticals.
Horizon Media’s WHY Group has identified major cultural shifts and key forces at play influencing the nine trends we’re seeing unfold for 2023. They include ongoing inflation, an uncertain job market, a new Congress with a new party in power and a relaxing of the hypervigilance we held for the past three years. We’re starting to see the practical uses of technology that just a few years ago seemed futuristic, and at the same time, we’re grappling with the broader societal impact of these technologies.
This report shows how radio is evolving and continues to embrace technological advances to stay current and engage with the modern consumer. It also shares a glimpse into radio’s future from the perspective of audio professionals.
The U.S. is having its highest inflation period in 40 years. And this time, a once-in-a-generation event is taking place on the heels of another once-in-a-generation event. Just as people emerge from two years of COVID lockdowns, they’re being greeted by insanely high prices for everything from gas and groceries to hotels and airfare - leading to a wallet lockdown.
Create stronger, more meaningful brand associations and drive sales by tapping into the powerful combination of conversations and voice commerce.
Radio, across its platforms, is a go-to source for its great storytelling, the emotional connections it provides, the talent that consumers consider to be their friends and the trusted information and entertainment, whenever and wherever the listener wants and needs it. From rock to religion, from country to hip-hop, in Spanish, English or another language, radio is there offering diversity of content to a diverse listening audience.
No other media option can do all this. No other media offers this to consumers for FREE. The reality is quite simple; time spent with AM/FM radio is time well spent.
Letter | In Spanish | FAQs
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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In our thirteenth episode of the series, we hear the conversation Erica Farber had with Crystal Rosas, co-host of the afternoon show on Z100 in New York City, Maxwell & Crystal. Social media not only helps our radio influencers prep for their show, but it also helps to extend their brand. Every day, Maxwell & Crystal are letting their listeners know what their schedule is, what prizes they have and hot topics they can chime in on. They post funny videos and ask listeners to comment. It's a great way to connect and stay connected with their listeners and has become a vital tool to use every day.
As a new feature, we are now including a video version of this interview on YouTube. Click here to watch
Tapping into radio's loyal, attentive, and social audience yields a boost to the bottom line
The current economic environment and consumer concerns over inflation are challenging marketers and media alike to do more with less in an increasingly complicated and competitive marketplace. Add to that the ongoing threat of another health crisis, the rapid influx of advancing technology, and the multiplicity of events in 2023 and their long tail impact, one thing has remained stable, efficient, results-driven, and a trusted partner to marketers. Radio. READ MORE
With Thanksgiving behind us, it means that the holiday shopping frenzy is just beginning, or is it? If you are following consumer sentiment reports, it is anyone's guess as to how "frenzied" it will be. Retailers will need to be diligent about product promotions and sales and where they promote them.
RAB's Radio Sizzle Video is available for download.
Radio is America's #1 reach medium. Click here and pass it along.
Nielsen Audio Today June 2023
Radio drives nearly 5 BILLION weekly brand conversations. More than half of brand conversations among heavy radio listeners result in intent to purchase.
RAB and Engagement Labs “Radio Drives Brand Conversations,” 2023
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.