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Why Teens Matter, Part Two: Targeting Tomorrow’s Money Demo

Contributors:  Larry Rosin, Co-founder & President, Edison Research;  Megan Lazovick, Vice President, Edison Research;  Laura Ivey, Director of Research, Edison Research

We last left you with the findings from the latest study commissioned by the Country Radio Broadcasters in recognition of the 50th Country Radio Seminar, Understanding Parents, Teens, and Country Music. To refresh your memory, the study focuses on the nature of relationships between teens and their parents, how they bond over music, and how each one influences the other.

How can radio stations, advertisers, and agencies attract and engage with tomorrow’s “money demo?” Continue reading “Why Teens Matter, Part Two: Targeting Tomorrow’s Money Demo”

Why Teens Matter, Part One: Understanding Teens’ Influence

Contributors:  Larry Rosin, Co-founder & President, Edison Research;  Megan Lazovick, Vice President, Edison Research;  Laura Ivey, Director of Research, Edison Research

We will hazard a guess right now that you, the reader of this article, are not a teenager. So we at Edison Research will tell you exactly what we think of teenagers: They are important. They are especially important to radio and to the businesses that want to reach them, and we have new research to tell us why.

Continue reading “Why Teens Matter, Part One: Understanding Teens’ Influence”

Why Radio Will Always Be Relevant

Author: Annette Malave, SVP/Insights, RAB

A glance at the history of music and entertainment consumption highlights radio’s strong position among alternative audio options.  And as the U.S. population increases, the number of people tuning into radio continues to grow.

What is the reason for radio’s continued relevance?  Is there just one single reason?

Continue reading “Why Radio Will Always Be Relevant”

What Radio Buyers Are Doing

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Contributor:  Gordon Borrell, CEO, Borrell Associates

To understand the crisis facing local media companies, two things are worth knowing about local radio buyers. They are:

  1. Expanding the types of advertising they’re buying
  2. Cutting the number of companies they’re buying from

Let that sink in.  They are buying more, from fewer companies.

The big question is, who’s being cut, and why?  (If you’re not into reading, jump to the very last sentence for the answer.)

Continue reading “What Radio Buyers Are Doing”

Radio’s Music Role

Author: Annette Malave, SVP/Insights, RAB

Have you ever wondered why hearing certain songs on the radio makes you smile?  Other than it might be your favorite song or stir up a memory, there are some scientific facts to support your enjoyment.  Listening to music has been proven to make you smarter and more productive.  Music is also known to make people happy and elevate their mood.  Perhaps this is part of the reason why people tune in to radio.  But radio plays another important role – music.

Continue reading “Radio’s Music Role”

The Importance of Local Connection

Author: Annette Malave, SVP/Insights, RAB

According to Google research, almost one-third of mobile searches were based upon location searches – and that was in 2017.  The importance of local or being within the community continues to gain popularity.  The terms of “locally grown” or “shop local” have become common terms by consumers.  We have all seen the value in “local” and perhaps that is why American Express sponsored the first Small Business Saturday in 2010.

There are other companies that understand the value of local – something that radio delivers through its 15,000+ local radio stations across the U.S.  Reading a recent interview of one such advertiser sharing their views on the importance of local for their brand highlighted what radio does so well.

Continue reading “The Importance of Local Connection”

What the Marijuana Industry’s Organization Voluntary Ad
Standards Mean for Radio

Contributors: Brad C. Deutsch  Principal, Garvey Schubert Barer, P.C. and Aaron S. Edelman, Attorney, Garvey Schubert Barer, P.C. 

 In our previous blog posts, we’ve addressed both the possible risks associated with marijuana advertising that are unique to being the federal licensee of a radio station and the intricacies of many state laws regarding digital media advertisements for marijuana.

The latest development in the push to normalize marijuana and cannabis products as a consumer good comes from the cannabis industry’s own “Self-Regulatory” member organization, the National Association of Cannabis Businesses (NACB), which has recently adopted voluntary standards for advertising by its members. This blog post examines what impact these voluntary standards will actually have for advertising on the radio.

Continue reading “What the Marijuana Industry’s Organization Voluntary Ad
Standards Mean for Radio”

Insights into CES 2019

Author: Annette Malave, SVP/Insights, RAB

We are transitioning from the digital age into a new era that some are calling the data age.  The importance of learning and understanding technology, as well as how it affects brands, the consumer experience, and ultimately radio advertisers and listeners was underscored during RAB’s attendance at CES 2019.

Throughout CES 2019, content, consumers and transformation were some of the words that were used as part of product descriptions but also within panel discussions.  And while CES may have once been considered a tech conference, Shawn DuBravac, futurist and trendcaster, believes it should be viewed as a business conference.  Technology is infused in everything as businesses – ranging from automotive to consumer product goods and even agriculture – tap into it.

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Radio Drives Fine Jewelry
Retailer Search

Author: Annette Malave, SVP/Insights, RAB

Diamonds. Pearls. Rings.  Considered fine jewelry, these are all items that are purchased or gifted by many regardless of age group – yes, even watches.  According to Scarborough data, 93% of adults 18+ purchased fine jewelry in the past year.

Like other industries, the jewelry industry is experiencing changes in how consumers shop for fine jewelry.  Technology allows consumers to self-educate and research via various platforms and technologies.  While national jewelry retailers are an important source for fine jewelry purchases, local stores and department stores are tied as the second most-used locations, according to National Jeweler.

Continue reading “Radio Drives Fine Jewelry
Retailer Search”

Resolutions and Reflections

Authors: Tammy Greenberg, SVP/Business Development, RAB & Annette Malave, SVP/Insights, RAB

Happy New Year!  It’s hard to believe that another year has gone by.   Right now all of us are working toward our resolutions for 2019 — both personal and professional — as well as remembering the numerous highlights of 2018.

Continue reading “Resolutions and Reflections”

Radio Reaches Health and Fitness
Club Members

Author: Annette Malave, SVP/Insights, RAB

Parties. Food. Time with friends and family — and more food.

During this time of the year, everyone begins to talk about their resolutions for the New Year.  One of the most common resolutions is getting fit/going to the gym.

Continue reading “Radio Reaches Health and Fitness
Club Members”

Radio Drives Restaurant Search

Author: Annette Malave, SVP/Insights, RAB

Food is fabulous!  And it’s even better when someone else prepares it and serves it to you – whether it is in a casual dining establishment, white tablecloth restaurant or even in a to-go bag.

The restaurant industry has undergone vast changes to meet the expectations of consumers.  They seek out unique foods and concepts that are authentic – in both flavor and experience.  They also expect healthy options that will delight the inner foodie in them.

Studies have shown that words and sounds (especially those related to food) can bring imagery to mind – one of radio’s many strengths.  And when you use any of these words or similar tactics within a radio commercial, radio drives restaurant search.

Continue reading “Radio Drives Restaurant Search”

Buying Attitudes of Radio Listeners
and Streamers

Author: Annette Malave, SVP/Insights, RAB

Holiday shopping is in full swing.  According to the National Retail Federation (NRF), over 165 million consumers shopped online from Thanksgiving through Cyber Monday.  When it comes to spending, 77% of consumers will spend the same or more this year than last, based on another NRF survey.

With all this news about shopping, we thought it might be interesting to look at the overall buying habits and attitudes of AM/FM radio and streaming listeners.

Continue reading “Buying Attitudes of Radio Listeners
and Streamers”

Radio Helps Save Lives

Author: Annette Malave, SVP/Insights, RAB

Radio reaches millions of people every week.  It connects personally with its listeners and can help drive brand awareness and sales.  These are some of the topics that are covered in this blog on a weekly basis.

This week’s installment focuses on an extremely important role radio plays in local markets – it can save lives.

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Radio: The Best Place to Tell Stories

Author: Annette Malave, SVP/Insights, RAB

In today’s social world, consumers will connect, engage and follow brands that reflect their mindset and lifestyle.  It’s one of the biggest challenges that brands have today.  Developing that connection begins first with brand awareness or exposure.  Numerous advertisers have successfully used radio to do just that – drive brand awareness and influence purchase intent.  Nielsen studies have pointed to the important role radio plays in the effectiveness of any campaign.  Also, one look at any of the Radio Mercury Award winners proves the impact and success that brands can experience.

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Growing with Multicultural

Author: Annette Malave, SVP/Insights, RAB

According to projections by the U.S. Census Bureau, by 2045 50.3% of the U.S. population will be comprised of what is now considered racial minorities – Hispanic, Black/African-American, Asian, multiracial and others. While 2045 is more than two decades away, the shift is already impacting the marketing and advertising perspectives and strategies among many of today’s top national advertisers.

Last week, during the 2018 Association of National Advertisers (ANA) “Multicultural Marketing & Diversity Conference,” CMOs, marketing strategists, bloggers, TV hosts and even comedians spoke to the behavior and buying power of these consumer segments.

Continue reading “Growing with Multicultural”

Radio Drives Auto Search

Author: Annette Malave, SVP/Insights, RAB

Consumers today, specifically auto-buying intenders, shop differently.  Reasons for differences in their shopping behavior are due to age, brand awareness and ad influence.  Thanks to data collection via technology, there are now ways to quantify the impact of advertising and more importantly, the specific impact that can be attributed directly to radio.

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Radio Rocked the Masters


Photo Credit: Radio Advertising Bureau

Author: Tammy Greenberg, SVP/Business Development, RAB

Last week, the Association of National Advertisers (ANA) hosted their annual premier event, “The Masters of Marketing.”  Commonly referred to as simply “The Masters” or the “Super Bowl” of the marketing industry, this event is one-of-a-kind in that it brings 3,000 CMOs, entrepreneurs, brand stewards, media executives, creative professionals, technology experts, digital leaders, research, insights and data folks together to share experiences, and provides the opportunity to learn from successful marketers about their challenges, opportunities, trends, best practices and successes taking place across the marketing ecosystem.

Continue reading “Radio Rocked the Masters”

Reaching African-Americans
with Radio

Author: Annette Malave, SVP/Insights, RAB

Earlier this year, the Selig Center for Economic Growth released the 2018 edition of The Multicultural Economy.  According to this report, they estimated that the overall consumer buying power was nearly $15 trillion in 2017.  Of that, African-Americans accounted for nearly 9% of the total (just slightly below the Hispanic market), or $1.3 trillion, and that figure is expected to rise to over $1.5 trillion by 2022.

African-Americans are a strong influencer group. They are trendsetters that impact fashion, music, pop culture and more.  When it comes to entertainment options, specifically radio, they spend more time listening to radio compared to the general population.

Continue reading “Reaching African-Americans
with Radio”