Marketron

Radio Reaches an Underserved and Wealthy Consumer Group

Author: Annette Malave, SVP/Insights, RAB

When it comes to consumer groups, most businesses focus on reaching millennials or the upcoming Generation Z. While these groups may be seen as influencers as well as future retail and services consumers, businesses may be missing an affluent and powerful consumer group – baby boomers.

Continue reading “Radio Reaches an Underserved and Wealthy Consumer Group”

Insurance and Radio – It’s Personal

Author: Annette Malave, SVP/Insights, RAB

With major shift in the workplace model from in-office to hybrid, Americans are revaluating their residences. Is their current residence conducive to sustain a regular work-from-home situation versus an occasional event? Whether it is a condo, a home or rented apartment, many consumers appreciate the importance of homeowners/personal property insurance.

Continue reading “Insurance and Radio – It’s Personal”

Radio is the Best Policy for Insurance

Contributor: Rick Kestenbaum, General Manager, AnalyticOwl

As lockdowns occurred at the onset of the pandemic in 2020, Americans experienced financial concerns and reviewed all their household expenses – including insurance. Consumers evaluated their auto, home and life insurance policies. They also realized the importance of their insurance carrier’s ability to handle their concerns quickly, efficiently and virtually.

Continue reading “Radio is the Best Policy for Insurance”

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”

Radio Has a Great Story

Author: Annette Malave, SVP/Insights, RAB

As states across the country locked down, it created massive shifts in behaviors and routines. We’ve all read about studies that have analyzed the shifts and the overall mood by people across the country. One thing was evident among all these studies – people are missing what they did every day.

Continue reading “Radio Has a Great Story”

Radio Ad Categories Web Increases During COVID-19

Author: Annette Malave, SVP/Insights, RAB

It may be hard to imagine, but it was just a few years ago that headlines focused on how a particular generation was changing and impacting everything – from the workplace, to food and shopping. It is without question that 2020 will be marked as a year that impacted how and where all consumers shop.

Continue reading “Radio Ad Categories Web Increases During COVID-19”