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Love is On the Air

Author: Annette Malave, SVP/Insights, RAB

In just a little over a month, people will be celebrating Valentine’s Day. While it is often thought of as a day only for couples, that is not the case. Valentine’s Day is also thought of as a day when people share and display their affection with gifts.

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Listeners Will Make Registers Ring This Holiday Season

Author: Annette Malave, SVP/Insights, RAB

Without a doubt, 2020 has been a most unusual year, and the need for good tidings and holiday cheer have never been apparent than now. Shopping this season will be a way that consumers will turn their focus from current events and concerns to celebrating the holidays and a hopeful return to the routines that they all miss.

According to the National Retail Federation’s Annual 2020 Holiday Survey, this year, consumers will spend $650 in gifts, $230 in nonholiday items, such as decorations, and $117 in other nongift purchases – each nearly flat to 2019 amounts.
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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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Holidays Start with Radio

Thanksgiving’s arrival marks the start of the holiday season and the sounds of holiday music can be heard on the streets, at retail and on the radio, and that’s in part because holiday music is known to improve one’s mental spirits.  Whether it be the positive memories that arise from hearing many of the classic songs or the simple spirit of the season, holiday music gets us in the celebratory mood.

Approximately 240 AM/FM radio stations across the country flip formats to all-holiday music immediately after Thanksgiving. Some start even earlier and the impact of holiday music listening has numerous positive effects of holiday shopping.

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Radio speaks to the “Middle Child”

Whether you read ad industry trades, online or print news, there are always articles referencing millennial influences or changes impacting boomers. However, there is very little attention paid to Generation X, which Pew Research referred to as the ‘middle child’ in a 2014 article. Sandwiched between two larger generations, Gen Xers who in 2017 are somewhere between the ages of 38-52, are a much smaller group in size and therefore are often overlooked by marketers.

According to the Bureau of Labor Statistics (BLS), Generation X spends more per household annually than any other generation – approximately $67K which is almost $20K more than what millennials spend. Additionally, they have the highest household income compared to the other generations.

So how do you reach this often over-looked and valuable generation? With broadcast radio — of course.

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