Marketron

Month: September 2016

People tune in and listen and listen
to radio

Friends Friendship Portrait Togetherness Fun Concept

We look forward to each time Nielsen releases another quarterly issue of their Total Audience Report.  It provides the entire ad community with a perspective on shifts and changes in media usage.  But it is of no surprise that our interest is about radio’s usage.

The Q2 2016 Nielsen Total Audience Report noted that, in a three-year comparison, the number of radio stations that an adult tunes into has grown.  Radio delivers content, whether it is in the form of talk, news, sports or music, and listeners tune in to find it.  Based upon this report, the average number of radio stations tuned in by adults every month is 7.1.

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to radio”

Radio – A Diverse Medium Reaching a
Diverse Audience

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Rock, News/Talk, Urban AC, Spanish, Jazz, Gospel, Tejano. These are just some of the formats that run on stations across the country. Radio offers programming that reaches people of different age groups, interests, lifestyle and even language.

Radio listeners are passionate. They engage with their radio stations across all platforms and devices – whether it’s on-air, on a smartphone, via Facebook or twitter. And when it comes to reach and time spent with radio, ethnic audience usage is greater than the general market.

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Diverse Audience”

New Targeting Capabilities Enhancing the Value of Digital and Broadcast Radio

Computer generated 3D title

Today’s blog is brought to you by: Scott Bender, Global Head of Publisher Strategy and Business Development, Prohaska Consulting

Much continues to be written about the growth of digital audio. By 2017, Digital Radio listenership will grow to 57.8% of the population, according to a recent study by eMarketer. Digital advertising dollars are steadily following and are projected to grow 24% next year.

With the growth of digital, new technologies are emerging. International Data Corporation (IDC), an American market research, analysis and advisory firm, reported that by 2020 roughly one of every five radio dollars, or about $4 billion, will be booked programmatically. The whitepaper prepared last year for the RAB by Prohaska Consulting defined programmatic as follows:
“Programmatic buying is the process of executing media buys in an automated fashion through digital platforms such as exchanges, trading desks, and demand-side platforms (DSPs). This is an alternative to the traditional use of manual RFPs, negotiations and insertion orders to purchase digital and other platforms.”*

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Thirsty? Listen to the Radio

Assorted Organic Craft Sodas with Cane Sugar

The click of a flip-top can. The fizzing when you open a screw top. These descriptions bring images to mind – and those images are unique and personal to the individual as they remind them of the beverage they connect with the most. Radio has a strong value proposition for this category – loyal listener connections that drive engagement, awareness and consumption.

As a top 20 category for radio, beverages increased spending by 9% in the first half of 2016 based on data from Miller Kaplan Arase, LLP. Growth within this category was attributed by some of the national soft drink, beer and distilled beverage advertisers, and specifically Coca-Cola (+87%), Anheuser-Busch (+150%) and Bacardi (+127%), to name a few. While these are all well-recognized brands, there are in fact other beverages that have a history just as long.

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Radio and Social Media – A Perfect
Combination

Berlin, Germany - May 28, 2016: Apple iPhone 6s screen with social media applications Facebook, Instagram, Snapchat, Google, Youtube, Twitter, Vimeo, LinkedIn, Pinterest, Tumbl etc.

Radio is the original social medium. It’s always been the connector between the community and listener, and at the top of that connection is the radio personality who guides the conversation. But that connection also extends well beyond the broadcast. Naturally, it moves from traditional media to social media and back again.

Listeners are passionate about their radio stations, the on-air personalities on those stations that speak to them every day and the impact that radio has on their lives. And there’s no better proof than hearing directly from a radio listener. A recent piece in our “Matter of Fact” newsletter detailed just one listener’s story.

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Combination”