Marketron

Category: Reach

Radio Reaches a $1.3 Trillion
Consumer Segment

Previous posts have focused on radio’s diversity – its diversity of music, formats and ability to reach different age groups. Radio also reaches a diverse audience – general market, Hispanic and Blacks/African-Americans.

According to African-Americans: Demographic and Consumer Spending Trends, a report released by Packaged Facts, African-American buying power grew 27% to $1.3 trillion – from 2010-2015. That buying power is forecast to grow 16% from 2015-2020.

While many pieces focused on Blacks/African-Americans’ rise during Black History Month, it’s important to note that this is a powerful consumer segment that should be reached for more than just that period of time. Read on to learn about some of the powerful ways that radio reaches this target audience.

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Consumer Segment”

There’s Something for Every Ear

“I’m a purple person.”  “I prefer basic black.”  “I like to wear bold colors.”  People have distinctive tastes and preferences when it comes to clothing or accessories.  These preferences are personal, similar to that of radio listening, and similarly, music choice.

A researcher at Heriot-Watt University in the U.K. studied over 36,000 participants’ ratings of 104 music styles and found a direct correlation to their personalities.  The study showed that heavy metal music fans are normally calm and comfortable around others, while classical music lovers are often shy and creative.  Hard-working and outgoing would be words to describe pop and country music listeners.   The relationship between radio and the listener has always been an emotional one but what they listen to is not just personal, it is an extension of who they are.

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Whet the Appetite with Radio

Isn’t it odd that when you hear someone talking about a meal they had you suddenly crave it?  And the more descriptive they become – using words like creamy, spicy, and juicy – that image comes to life, driving you to crave it even more.  These words don’t have to come from someone sitting next to you to whet your appetite; they can come from listening to the radio.

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Women – The Importance
of Communication

Everyone you know has a woman who has been influential in their life.  As people, we understand the important role that our mothers, aunts, sisters, and friends have played.  As women break through glass ceilings and help pave the way for others, the advertising industry has already recognized the important role that women play.  Radio, however, has always communicated to women and with women – from local radio personalities to nationally syndicated program hosts.

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of Communication”

If Reach is the New Black, Then
Radio is Red Hot!

There has been a lot of press lately regarding reach.  Most recently, an article by Andy Sippel, svp at Advertiser Perceptions, a business intelligence firm serving the global advertising industry, used the phrase regarding reach being the new black.  If that is the case, then radio is red hot! Continue reading “If Reach is the New Black, Then
Radio is Red Hot!”