Marketron

Category: News

Hispanics – the Fastest Growing
Consumer Market

Author: Annette Malave, SVP/Insights, RAB

$1.5 trillion.  That is the buying power of the Hispanic consumer – the largest minority market in the U.S.  According to the Selig Center for Economic Growth, this group’s economic clout has grown 203% since 2000, which makes it one of the fastest growing consumer markets here in the U.S.  This group represents nearly 18% of the country’s population.

Advertising to ethnic audiences was once considered an afterthought.  However, as the buying power of Hispanic consumers continued to increase, its importance as a target audience for advertisers grew.

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Consumer Market”

Radio and Connected Car Sales

Author: Annette Malave, SVP/Insights, RAB

Earlier this year Kantar TNS, a global research agency, released an automotive study focused on the connected car.  The study revealed that owners of connected vehicles are indifferent, unaware and/or distrustful of the technology that is available to them in their vehicles.  Specifically, 47% of owners of connected vehicles are unaware of some of the features that classify them as connected.

Written with the manufacturer in mind, the study included a total of four insights and the opportunities within those insights.  Upon reading the study, it dawned on me that there are ways that radio can help solve some of these issues for the auto industry and local dealers, while also increasing radio’s share of ad dollars.

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Attention Back-to-School Shoppers

Author: Annette Malave, SVP/Insights, RAB

Here we are – mid-July, lush gardens, warm weather, barbecues and picnics with friends and families.  The mid-point of summer and the year are now over.  This means only one thing – back-to-school shopping is in full swing!

While it may seem difficult to believe, go into any retailer of clothing, shoes or office supplies and the deals are just starting as the school shopping season runs from July through September.  These retailers, whether they have a national footprint or one location on Main Street, have the same goal – to reach potential shoppers, get them to their location and shop. Why? Because back-to-school shopping is the second biggest shopping season for retailers.  And according to the National Retail Federation, 2017 back-to-school (BTS) shopping was expected to reach $83.6 billion.

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Political Media Buying 2018:
Where Does Radio Fit?

Contributor: Leo Kivijarv, Ph.D., Executive Vice President & Director of Research, PQ Media

Last week’s post laid the groundwork for the current state of elections in 2018.  This post covers radio’s revenue opportunity for attracting political spending.

One of the biggest debates on political media buying is the potential shift from traditional media to digital and other alternative marketing platforms. There are two trains of thought.

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Where Does Radio Fit?”

2018 Political Landscape

Contributed by: Leo Kivijarv, Ph.D., Executive Vice President & Director of Research, PQ Media

There are many unanswered questions as the 2018 campaign begins in earnest.

      • First, experts disagree on whether federal and local candidates will emulate the unconventional media buying strategies employed by Donald Trump in 2016 by relying heavily on free “earned media” from tweets.
      • Second, there is still some disagreement as to how much fundraising will rise or fall compared to previous years, given the increase in political activism immediately after last year’s election.
      • Third, some believe analysis of early results of recent elections is a harbinger of the November elections in which Republican strongholds have elected a Democrat, such as Doug Jones in Alabama.

The elephant in the room is control of Congress. Can the growing discontent in the United States result in the Democrats regaining the majority in both the Senate and House? Will candidates and Super PACs raise more money than previously recorded as a result? Therein lies the major driver that will determine political spending during the year. Other drivers that will contribute to the final political media buying total include a high number of toss-up gubernatorial races, controversial ballot initiatives, and the rising interest in which party controls the various state legislatures.

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Radio on Main Street Podcast Featuring Fred Jacobs, President of Jacobs Media.

Understanding how radio listeners consume media and how technology affects their habits and behaviors as radio listeners is important information to know.  Since the early 2000’s Jacobs Media, whose focus is guiding media companies in this age of digital disruption, has been aggregating multiple radio station databases to generate and publish a national study entitled “Tech Survey.”

In this edition of Radio on Main Street, Erica Farber, President and CEO of the RAB speaks with Fred Jacobs, President of Jacobs Media.  Having recently released the 2018 survey results Fred shares some of the important learnings and strategic takeaways.

Podcast: Play in new window | Download

Memorial Day – A Day for Remembering

Author: Annette Malave, SVP/Insights, RAB

On Memorial Day, we remember and honor the many American soldiers who have fought and died for our country.  In fact, did you know that the National Moment of Remembrance Act, passed in 2000, encourages all Americans to pause for a moment of silence at 3 p.m. local time on Memorial Day?

Also on this day, radio stations across the country will remember and recognize those, and the families of those, who have served this country.  There will be dedications and acknowledgments from local radio station personalities and shout-outs from listeners.

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Consumer Engagement Is About
Feeling Special

Despite the technologies and platforms available today, many marketers do not believe that their consumer engagement is successful.  In fact, 50% of CMOs believe that their consumer engagement is not very good/terrible.  That is an astounding figure.  Even more surprising is that 75% of CMOs believe their jobs are on the line if their customer experience strategies are unsuccessful, according to a 2018 report from the CMO Council.

Based upon the report, one of the reasons contributing to low engagement levels is inconsistency in delivering personalized engagements across consumer touchpoints.  When it comes to consumer engagement, nothing is more personal or engaging than radio.

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Feeling Special”

Radio on Main Street Podcast Featuring Craig Swagler, General Manager of CBS News Radio Network

News by definition is meant to inform and provide all of us with information we need to make the best possible decisions we can that affect our lives and our communities.

In this edition, Erica Farber, President and CEO of the RAB, speaks with Craig Swagler, General Manager of CBS News Radio Network. They discuss the state of news in general and its importance in radio today.

Podcast: Play in new window | Download

Local Radio Reigns Supreme

Earlier this month, the Los Angeles Times reported on the shuttering of a chain of Eastside community newspapers. One article even went so far as to say, “Local and regional newspapers that serve Southern California are going through tough times, leading some to question whether traditional newspapers can survive.” Radio has always been there – now it is even more valuable! The importance of local radio to the local community can’t be understated.

The challenge for local Newspapers has been how to sustain a newsroom and make a profit when print advertising is fleeing to lower-cost space on the Internet.  Most digital ads are concentrated on Facebook and Google, not newspaper websites. These two Internet giants take in 60 percent of online ad revenues.

Radio was shown as the most trusted platform used after the impact of hearing about “fake news” in political coverage.  See below for the Kantar “Trust in News” study where it was revealed ‘mainstream news media’s’ reputation remained largely intact while social media and digital-only news platforms sustained major reputation damage. In addition, Facebook and other digital platforms are not designed to promote civic connection, but rather communities of interest often unmoored from particular geographies.

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Celebrate with Radio

July 4th.  On this day 271 years ago, the Declaration of Independence was signed. In commemorating the occasion, we celebrate our collective patriotism and most importantly, remember all those who have and continue to protect and serve our country.

During this holiday like so many others, radio stations across the country will celebrate, honor and recognize those who have served and continue to serve – both overseas and in our communities.   Radio as a live and local medium has the ability to bring listeners of like minds, passions, interests and lifestyles together.  Radio celebrates with its listeners every day.

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News – Listeners Hear All About It

Previous posts have touched on radio’s ability to reach people across age groups, gender, language and locations.  Radio’s reach is based upon many things – community, personalities, music and news.  Yes, news.  Despite technology and social media trends, people continue to listen to news on the radio.

While it may not be surprising that of those adults who believe that radio is a good source for learning and providing information, 83% are radio listeners.  It may surprise you to know that of those adults who believe radio is the most trusted, 30% are A18-34, 56% are A18-49, 54% are A25-54 and 36% are A35-54 – based on GfK MRI data.

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