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Category: Radio Listening

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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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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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”

Resolutions and Reflections

Authors: Tammy Greenberg, SVP/Business Development, RAB & Annette Malave, SVP/Insights, RAB

Happy New Year!  It’s hard to believe that another year has gone by.   Right now all of us are working toward our resolutions for 2019 — both personal and professional — as well as remembering the numerous highlights of 2018.

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Radio Reaches Health and Fitness
Club Members

Author: Annette Malave, SVP/Insights, RAB

Parties. Food. Time with friends and family — and more food.

During this time of the year, everyone begins to talk about their resolutions for the New Year.  One of the most common resolutions is getting fit/going to the gym.

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Club Members”

Radio Drives Restaurant Search

Author: Annette Malave, SVP/Insights, RAB

Food is fabulous!  And it’s even better when someone else prepares it and serves it to you – whether it is in a casual dining establishment, white tablecloth restaurant or even in a to-go bag.

The restaurant industry has undergone vast changes to meet the expectations of consumers.  They seek out unique foods and concepts that are authentic – in both flavor and experience.  They also expect healthy options that will delight the inner foodie in them.

Studies have shown that words and sounds (especially those related to food) can bring imagery to mind – one of radio’s many strengths.  And when you use any of these words or similar tactics within a radio commercial, radio drives restaurant search.

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Buying Attitudes of Radio Listeners
and Streamers

Author: Annette Malave, SVP/Insights, RAB

Holiday shopping is in full swing.  According to the National Retail Federation (NRF), over 165 million consumers shopped online from Thanksgiving through Cyber Monday.  When it comes to spending, 77% of consumers will spend the same or more this year than last, based on another NRF survey.

With all this news about shopping, we thought it might be interesting to look at the overall buying habits and attitudes of AM/FM radio and streaming listeners.

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and Streamers”

Radio: The Best Place to Tell Stories

Author: Annette Malave, SVP/Insights, RAB

In today’s social world, consumers will connect, engage and follow brands that reflect their mindset and lifestyle.  It’s one of the biggest challenges that brands have today.  Developing that connection begins first with brand awareness or exposure.  Numerous advertisers have successfully used radio to do just that – drive brand awareness and influence purchase intent.  Nielsen studies have pointed to the important role radio plays in the effectiveness of any campaign.  Also, one look at any of the Radio Mercury Award winners proves the impact and success that brands can experience.

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Top 10 Radio Show Takeaways

Photo Credit: RAB/NAB Radio Show 2018

Author: Annette Malave, SVP/Insights, RAB

During the 2018 Radio Show, the overarching theme was about data – demystifying it, understanding where to get and how to use it as well as the opportunities it can create.

In addition, throughout the Radio Show, there was a secondary message: Radio is a strong and nimble medium that continues to evolve, to not only meet but exceed the demands and expectations of its listeners and advertising partners.

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Radio on Main Street Podcast Featuring Kip Cassino, Executive Vice President of Borrell Associates.

Election day 2018 is about eight weeks away and while it is not a presidential election there are many state and local races that will be decided.

In this edition, Erica Farber, President and CEO of the RAB speaks with Kip Cassino, Executive Vice President of Borrell Associates. Borrell Associates recently updated their forecast for political media spending by media choice with their forecast for radio showing modest growth from their original April forecast.

With less than one-third of the 8.9 billion of political dollars yet to be spent this year, Kip shares his advice as to how radio can compete for a larger share of the available dollars and how important it is for radio to make the case that radio is local.

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5 Facts and Radio

Author: Annette Malave, SVP/Insights, RAB

Over 247 million.  That’s a great number.  It’s the number of people that listen to radio every week.  It is the top reach medium – touching more people every week than any other medium or device.  This is something that we in the radio industry know.

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Radio on Main Street Podcast Featuring Tom Webster, Senior VP for Edison Research

Smart speakers are quickly becoming commonplace in the homes. In fact, a recently released study by Edison Research done in partnership with NPR stated 18% of all Americans 18+ own a smart speaker. These audio playback devices feature voice activated digital tasks and can operate as home automation hubs. Serving as a central information source for users, these devices are most importantly providing easy access to listen to one’s favorite radio station.

Erica Farber is the President & CEO of the RAB and in this edition she speaks with Tom Webster, Senior VP for Edison Research. They discuss some interesting findings from the study covering such topics as ownership and usage data, media behavior interests and activities, and purchasing and advertising attitudes of smart speaker owners.

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The Consumer Is At the Center of It All

Author: Annette Malave, SVP/Insights, RAB

At Nielsen’s recent Consumer 360, the theme was Confronting What’s Next.  There were discussions and presentations on reaching multicultural audiences, using data, artificial intelligence, building brands and more.

There was a lot to be learned from each of the panelists and brand presentations.  But, keeping true to the core of the event, it all boiled down to understanding and reaching the consumer.  More importantly, it was clear that this is the age of the consumer.  The consumer is in control, and wants and expects to be heard.  The consumer is at the center of it all.

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Radio on Main Street Podcast Featuring Bill McElveen, Executive Vice President of the Eastern Region for Alpha Media

In this edition, Erica Farber, President and CEO of the RAB, speaks with Bill McElveen, Executive Vice President of the Eastern Region for Alpha Media.  One of the many strengths of local radio is the difference it makes in a person’s life. It is truly the voice of the local community.

Listen as they discuss the state of local broadcasting, the importance of creating remarkable content and the need for the industry to focus on creating value for the advertiser.

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Radio on Main Street Podcast Featuring Craig Swagler, General Manager of CBS News Radio Network

News by definition is meant to inform and provide all of us with information we need to make the best possible decisions we can that affect our lives and our communities.

In this edition, Erica Farber, President and CEO of the RAB, speaks with Craig Swagler, General Manager of CBS News Radio Network. They discuss the state of news in general and its importance in radio today.

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In the Age of Outcome, Radio Has Some Great Stories to Tell

Author: Tammy Greenberg, SVP Business Development, RAB

At a recent MediaPost conference, one of the panelists responded to a question posed to him by stating that we have left the “exposure age” and we are now in the “age of outcome.” He further expressed his opinion that marketers, agencies and all media must continue to evolve to measure outcome in robust, transparent, statistically significant ways.

Data helps us reveal insights and craft stories of real outcome that enable advertisers to create relevant messaging for their audiences – messaging that will ultimately equate to high value touches with their consumers.

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Radio’s Connection – On-air and Socially, Counts.

Author:  Fred Jacobs, President, Jacobs Media.

Since its inception, social media has been a much-discussed digital platform – especially in radio circles. The low cost of entry, the ease of interaction and its widespread popularity has made for a great opportunity for radio brands to connect with audiences in ways that were once not even possible.

In recent weeks, we’re learning more about the true toll of social media networks on our privacy and personal information. If we didn’t realize it before, we do now: there’s a cost to social media. Mark Zuckerberg did not provide us with a conduit to our friends, families, and listeners as a public service. He’s been monetizing our data. And we’ve been gladly checking off the “accept terms and conditions” box as we scroll through our news feeds.

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Radio’s Employed Audience: A True Competitive Advantage

Author: Andrew Curran, President and COO, DMR/Interactive

BIA Advisory Services reports that in 2017, revenue for AM/FM radio  “experienced a 0.2% drop from 2016 to end the year at $13.87 billion.”

This lackluster performance took place as consumer confidence was the highest it had been since 2000 and unemployment was its lowest, helping fuel a stock market boom.

Compounding the issue, BIA lists radio as the 5th most significant local advertising platform, behind direct mail, television, newspapers and mobile.

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Audio is Booming – Turn Up Your
Radio Strategy

Author: Jateen Parekh,  CTO and Co-Founder, Jelli.

Digital has transformed advertising in the last few years but audio as a medium has been left behind. Jateen Parekh, the CTO and co-founder at Jelli, shared his thoughts on the matter in an Adweek article entitled “Brands Need to Join the 21st Century and Tap Into Radio Advertising.”

In his piece, Jateen points to the fact that radio is a massive market – bigger than TV – that marketers have largely ignored, primarily because of the medium’s particular challenges.

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Radio Strategy”

Radio: Still the One

There is little doubt that we are in a golden age of media overall, as content is available everywhere and across all devices.  Yet, according to Nielsen’s second quarter 2017 Comparable Metrics Report, radio remains the top way to reach consumers across all media platforms – 93% A18+. And radio also provides advertisers with effective digital opportunities to compliment and extend its large over-the-air audience. Such as: streaming, on-demand podcasts, HD radio, NextRadio, and pure plays… the list continues to expand. Radio’s social media websites provide advertisers with new ways to relate to the enthusiastic radio audience. As smart marketers, we must look ahead to understand these drivers of change and signals of progress to navigate forward. The media landscape is vast, complex with technology changing the way consumer’s engage with media and radio remains the best way to reach consumers across demographics.

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