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Home Services Ads on Radio: What’s Working Best

Contributor: Rick Kestenbaum, General Manager, AnalyticOwl

Is a homeowner ever truly done with repairs and projects? Most homeowners will tell you no, and that creates constant opportunity for businesses in the home services category.

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2022 – The Year of Local

Author: Annette Malave, SVP/Insights, RAB

Businesses. Retailers. Restaurants. Community. There has been incredible focus on everything local as consumers looked around and realized the role and impact local has in their lives. After all, it is great to travel, but “there’s no place like home.”

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Why Radio Still Has the Ear of Consumers, Influencing Buying Decisions for a Variety of Advertisers

Contributor: Jenn Hoff, Digital Sales Director, Marketron

Radio continues to be a channel that engages and influences listeners across all demographics. While much has changed since its inception, radio holds strong as a medium that people trust and truly tune in to, making it a great opportunity for any advertiser.

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New Data Demonstrates Radio Listeners Have High Purchase Intent, Making It an Attractive Channel for Local Advertisers

Contributor: Mallory Bouslog, Senior Account Executive, Marketron

The refrain in many circles is that nobody listens to radio anymore. With so many channels providing audio content, broadcast radio is no longer the only option. However, it still dominates ad-supported listening time, holding 75% of audiences, while Pandora’s and Spotify’s ad-supported options receive 10%, according to the Edison Research “Share of Ear” Q2 2022.

That’s a great data point for radio ad sellers but not the only one that can attract local advertisers. Research also suggests that radio listeners have higher purchase intent. It’s a point to make when re-engaging customers or talking to new ones who need more understanding of the power of radio.

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Healthcare Ads on Radio: What’s Working Best

Contributor: Rick Kestenbaum, General Manager, AnalyticOwl

Healthcare is always a top-of-mind concern for consumers, and radio has proven to be an effective way to reach and motivate consumers. According to Scarborough’s USA+ 2022 Release, 85% of chiropractic patients are radio listeners, 85% of optometry patients tune in weekly, and 84% of dental patients are weekly radio listeners.

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Radio Works to Drive Business and Brand Growth

Author: Tammy Greenberg, SVP/Business Development, RAB

Radio can help brands and businesses grow in a number of ways. Whether the goal is to drive awareness, traffic, or sales, radio can be a key player in a brand’s media plan. In fact, according to a 2020 iHeartMedia survey, radio is the No. 1 trusted medium in the U.S., with 75 percent of respondents saying they trust radio for the information and entertainment it delivers.

Through a Radio Works series of online, members-only events, the Radio Advertising Bureau (RAB) has taken a deep dive into more than 18 categories of business, including healthcare, automotive, retail, and restaurants, among others. While each category is unique, one thing remains consistent across the board: radio can be an effective way to drive business and brand growth.

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