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Political Media Buying 2020: Way Too Early Prediction in June 2019

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

When the Radio Advertising Bureau reached out to PQ Media a few months ago to continue our tradition of prognosticating political media buying, this time for 2020, I felt like the football and basketball reporters at ESPN and Sports Illustrated who release a Top 25 poll for the following season the day after the FBS Championship and Final Four. It’s too early to predict with so many unknowns, particularly given the political discourse of the past days, weeks and months. But I’ll give it my best shot, based on previous election trends.

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The Incredible Influence, Impact and Loss of WPLJ

Author: Annette Malave, SVP/Insights, RAB

As a Brooklyn girl, I grew up listening to WPLJ-FM and the voices of Jim Kerr, Shelli Sonstein, Pat St. John and so many more.  They were the voices that woke me up in the morning, kept me company at the beach and served as my companion when I was old enough to drive. WPLJ was a very big part of my life as were the personalities and the music I heard on the station.

Radio has an incredible influence and impact – not just in advertising effectiveness but in people’s lives.

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Radio Matters Rewind

Author: Annette Malave, SVP/Insights, RAB

Today is Memorial Day. It is a time when we remember and honor those who have died protecting and serving our country. It is also the unofficial kickoff of the summer season – with parades, picnics, barbecues and family gatherings.

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Music Radio Delivers a Diverse Audience

Contributor: Jay Nachlis, Associate Consultant/Marketing Director, Coleman Insights

Radio is not a one-size-fits-all proposition. It’s one of the advantages and calling cards of local radio stations — the ability to reach specific audiences with differing tastes. Understanding differences in music tastes and usage helps validate the effectiveness of radio as a local, targeted medium for advertisers.

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Radio Helps Small Businesses Grow

Author: Annette Malave, SVP/Insights, RAB

Last week was National Small Business Week. According to the U.S. Census, there are nearly 30 million small businesses. Small businesses play a crucial role in their local communities. They have a positive impact on the job market, help defray costs/taxes and provide consumers with product/service alternatives. They also help shape and influence the community – just like radio.

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In Radio You Can Trust

Author: Annette Malave, SVP/Insights, RAB

No word has ever had a greater impact on brands as trust. Consumers today are in control and not only expect but demand that the brands they engage with be authentic to keep their loyalty.

Security breaches and concerns about data privacy are now at the forefront of consumers’ minds, and trust is as important a component of brand consideration as brand value. For marketers, finding the balance or sweet spot tapping into data, consumer engagement and maintaining trust are what may keep many chief marketing officers up at night.

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Lessons Learned from Auto Advertisers

Author: Annette Malave, SVP/Insights, RAB

There’s no doubt that technology is impacting all industries.  When it comes to the auto industry, the impact has been tremendous.  From interactive dashboards to navigation systems to on-board safety features.  Despite all these features, certain drivers still want simplicity and just be “able to turn their radio on or off” according to Tom Payton, AVP, Marketing Operations with American Honda Motor Company.

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Be Brave with Growth Driving
the Mission

Author: Tammy Greenberg, SVP, Business Development, RAB

The takeaway from the ANA (Association of National Advertisers) annual Media Conference was to embrace bravery, take risks and step up and recognize that business and brand growth is the “shiny new object.”

In his opening remarks that set the stage for the 700+ brand media and marketing attendees, Bob Liodice, CEO of the ANA, stated that the world’s leading brands are “activating brave.” It’s a shift from ensuring consistency to stimulating desire among consumers, from being marketing centric to acting enterprise centric, and from creating functional and emotional differentiation to changing a way a business goes to market. In order to do this, brands must intuitively understand their customers and they need to be willing to communicate in brave, iconic ways that will delight and deliver the way the consumer wants to receive it.

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the Mission”

Radio’s Amazing Numbers

Author: Annette Malave, SVP/Insights, RAB

Radio is an extension of every part of us.  It’s our ears that listen. It’s our fingers that touch the dial or app.  It’s our eyes when we want to know the traffic.  It’s our heart when we hear the songs that we grew up with, and it’s our soul when we hear of any devastation in a local community.

Radio is an incredible force and impacts listeners like no other medium does. A look at some of the figures that pertain to radio helps to both quantify and qualify radio as a powerful medium.

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Reaching African American and Hispanic Listeners Across
The Infinite Dial

Contributor:  Laura Ivey, Director of Research, Edison Research

Today’s environment of almost unlimited audio choices means advertisers and stations must craft targeted messages and personalized outreach to listeners. The more we understand consumers, the better we are able to speak to them, which brings importance to the understanding of ethnic listeners and their digital media habits.

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The Infinite Dial”

Radio Matters to Auto Dealers

Author: Annette Malave, SVP/Insights, RAB

According to the National Automobile Dealers Association (NADA), auto dealers had a trillion dollars in sales in 2018. Sales for 2019 have been difficult due to winter storms, the impact of the government shutdown and lower tax refunds. While vehicle sales may be affected by external influences, dealerships continue to advertise.

As a top spending ad category across multiple media, it’s important to understand the view dealerships have of the media options available to them. Continue reading “Radio Matters to Auto Dealers”

Legal Woes? Radio Drives
Legal Services Search

Author: Annette Malave, SVP/Insights, RAB

There are certain times in life when you need an advisor — someone that can provide you with counsel.  How do you find this type of person that can provide you with this service?  Advertising a service can be difficult because you need to drive awareness, influence behavior and develop trust.

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Legal Services Search”

Radio. It’s Personal

Author: Annette Malave, SVP/Insights, RAB

As radio continues to expand delivery of its content and information across various platforms and devices, the way listeners engage changes. Radio has always been an easy medium to use and technology has made it even simpler to tune into. With tablets and smartphones, via apps and streams, listeners can take their favorite radio station with them wherever they go.

Latinos are digitally savvy and avid tech users. This may be due to the Hispanic population being younger than the general population. But how does digital aptitude impact radio listening?

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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.

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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?

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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.)

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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.

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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.

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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.

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Standards Mean for Radio”