Marketron

Month: February 2021

Helping Those in Acute Need

Contributor: Scott Herman, Chairman, Broadcasters Foundation of America

Local radio and TV broadcasters are a central part of their communities, helping both local and national advertisers reach listeners and viewers where they live and shop. With insights into the tastes and interests of their local listeners and viewers, radio and TV stations deliver the entertainment and news stories that resonate with the people in their market. Whether it’s scores from the local high school football game, or updates on the virus that our nation is fighting, broadcasters are always there. Broadcast radio and TV are also known for raising awareness and money for charitable causes, both local and national.

Continue reading “Helping Those in Acute Need”

Radio – Rx for Healthcare Providers

Author: Annette Malave, SVP/Insights, RAB

Like many other tasks, events and obligations impacted by the pandemic, many consumers delayed their healthcare visits throughout 2020. According to the NRC Health 2021 Healthcare Consumer Trends Report, people delaying their healthcare was approaching a five-year low. In Q1 2020, 22.4% of healthcare patients had deferred. That figure increased significantly to 40.4% by Q2 2020. Forty percent of patients who delayed their care, state COVID-19 as the reason.

Continue reading “Radio – Rx for Healthcare Providers”

The Digital Advertising Boom of 2020: Debriefing the RAB-Borrell Annual Benchmarking Report

Contributor: Jimshade Chaudhari, SVP Product, Marketron

Every year, the RAB-Borrell Digital Benchmark report catalogues the health of digital marketing in the U.S. radio industry. Every year, the results are interesting  ̶  but none, I would venture, can compete with 2020.

Continue reading “The Digital Advertising Boom of 2020: Debriefing the RAB-Borrell Annual Benchmarking Report”

Radio Covers Auto Insurance

Author: Annette Malave, SVP/Insights, RAB

At the onset of the pandemic in 2020, nonessential workers limited their vehicle use – other than for trips to the supermarket or leisurely drives. As lockdowns lifted, drivers hit the road again as businesses reopened and companies developed hybrid work-from-home and office schedules. In a report issued by INRIX, a location-based data and analytics firm that tracks traffic and parking, the vehicle-miles traveled may have had dropped initially but speeds increased. Based on this same report, collision rates began to climb back up to pre-COVID-19 levels between August and October.

Recognizing the shift in consumer behavior, the insurance industry responded by offering their customers discounts or rebates. However, those consumers who had once not owned or leased a vehicle, were now beginning to view vehicle ownership as a form of personal protective equipment. All these shifts created another behavior – search for auto insurance.

While radio reaches 88% adults who use any auto insurance provider, radio’s reach is even higher among adults, Blacks/African Americans and Hispanics who are planning to switch their auto insurance provider – 90%, 94% and 93%, respectively.*

Continue reading “Radio Covers Auto Insurance”