Marketron

Category: Radio Listening

Objections Overruled. Radio Drives Double Digit Site Lift for Legal Services

Author: Annette Malave, SVP/Insights, RAB

A 2019 blog post noted how 58% of consumers will use search to find an attorney or legal service. That was well before the events we all experienced during 2020. No doubt, the search for legal counsel increased during 2020 for various and obvious reasons.

As many consumers and businesses across the country were impacted both economically and medically by the pandemic, the need for legal services spiked. According to the American Bankruptcy Institute, bankruptcy filings were up 30% just between April and May 2020. When Americans needed help, broadcast radio was there to inform them of where to get those legal services – driving a double-digit lift in site traffic for legal services in 2020.

Continue reading “Objections Overruled. Radio Drives Double Digit Site Lift for Legal Services”

You Can Count on Radio for Banking

Author: Annette Malave, SVP/Insights, RAB

There have been numerous articles, studies and surveys on shift in consumer shopping preferences and behavior. While percentages for each survey may have varied, there was one consistent finding – Americans have increased their use of online transactions. The implication of this behavioral shift is not just limited to retail but also to banking – 27% of consumers agree that banks will be more flexible over the next two years.

Continue reading “You Can Count on Radio for Banking”

It’s July – Time for Back-to-School Shopping

Author: Annette Malave, SVP/Insights, RAB

Having just come off a long summer holiday weekend, parents of children across the U.S. are prepping for, or have already begun, back-to-school shopping. If you think it is too soon, think again. According to the National Retail Federation (NRF), 61% of consumers typically plan their back-to-school shopping around retail sales events like Fourth of July.

Continue reading “It’s July – Time for Back-to-School Shopping”

Radio Post-Pandemic

Author: Tammy Greenberg, SVP/Business Development, RAB

The challenges that the marketing, advertising and media community faced throughout 2020 and the first half of 2021 have been like nothing any business has ever seen or experienced before. These challenges brought opportunity and have demonstrated a collective resilience in nearly every sector of business.

The next frontier for radio has been shaped by many of the lessons learned as consumers, businesses and brands have leaned in to audio across all platforms as the soundtrack to their daily journey.

What is new is old. What is old is new. Radio trends born from past truths.

Continue reading “Radio Post-Pandemic”

Play Ball with Radio

Author: Annette Malave, SVP/Insights, RAB

The role that sports plays in the lives of Americans became magnified during 2020. Whether it was the dribbling of a basketball on a court, the crack of a bat or the sounds from a huddle – people needed to watch and experience sports.

Sports fans are passionate, and they are engaged in the team or player they are following. They are emotionally connected – just like they are with radio.

Continue reading “Play Ball with Radio”

Tips for Targeting Dads

Author: Annette Malave, SVP/Insights, RAB

In just a few weeks, people across the country will be celebrating Father’s Day. For some, it may continue to be virtual, and for others, it may be a long awaited in-person celebration. According to the National Retail Federation (NRF), 75% of adults plan on celebrating Father’s Day in 2021.

Continue reading “Tips for Targeting Dads”

Auto Attitudes of Radio Listeners

Author: Annette Malave, SVP/Insights, RAB

The role that vehicles play in the lives of consumers has shifted, and while they were once considered solely as a means of transportation, they quickly became a place to escape or for “me” time.

Supply chain issues for the auto industry – from vehicles to microchip shortages – are impacting the industry. However, while these issues might be considered a hinderance to sales, the opposite is true. According to a Kelly Blue Book (KBB) survey, 87% of consumers are aware that these issues are impacting both domestic and imported vehicles.

Continue reading “Auto Attitudes of Radio Listeners”

Radio Reaches Pet Parents

Author: Annette Malave, SVP/Insights, RAB

Throughout 2020, Americans across the country developed new pastimes. Some became DIYers, chefs, linguists, hikers and more. Others added to their household and became pet parents.

As people found themselves having to shelter in place, many decided to take the opportunity to add to their household by bringing in furry, feathered or aquatic companions. According to VitusVet data published by the American Veterinary Medical Association, the average new pets and pet owners per practice per week spiked by July 2020 – the highest since July 2018.

Continue reading “Radio Reaches Pet Parents”

Reaching Auto-Buying Radio Listeners

Author: Annette Malave, SVP/Insights, RAB

While there have been many shifts in consumer behaviors, many consumer preferences remain unchanged. If there is one thing that the pandemic has proven, it is that personal connections matter.

Continue reading “Reaching Auto-Buying Radio Listeners”

Motivating Listeners to Act in 2021

Author: Tammy Greenberg, SVP/Business Development, RAB

Forecasts reveal that digital is driving the advertising rebound in 2021 and, according to Tony Hereau, VP of cross platform insights at Nielsen, “Radio is the soundtrack of America’s recovery.”

Radio, across all of its digital platforms, has and continues to experience exponential growth, earning significant share of media consumption throughout 2020 and the post-pandemic. While over the air AM/FM radio accounts for 76 percent of the daily audio time spent with any ad-supported platform, understanding consumer behavior as they move across platforms and what motivates listeners is critically important for marketers who are poised to succeed in the rebound.

Continue reading “Motivating Listeners to Act in 2021”

Radio – Still the One

Author: Annette Malave, SVP/Insights, RAB

Last week’s post highlighted radio advertising as trusted by consumers, according to a YouGov survey. The latest Total Audience Report from Nielsen not only confirms that finding, but also illustrates that radio ads are very/somewhat trustworthy among adults 18-34. Yes, they are listening, and they trust the ads they hear on radio.

Continue reading “Radio – Still the One”

Gen Z is Tuning into Radio – Social
Media Platforms are Taking Notice

Author: Madison Wright, Events and Communications Coordinator, RAB

You may be looking at this title and are thinking “Gen Z doesn’t listen to the radio; social media is where you reach them.” Did you know that radio reaches nearly 44,000,000 Gen Zers every week, according to Edison Research? While this group makes up around 20% of the U.S. population, per Statista, there is no denying the listening power of Gen Z.

Continue reading “Gen Z is Tuning into Radio – Social
Media Platforms are Taking Notice”

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”

Celebrating Black History

Author: Annette Malave, SVP/Insights, RAB

Next week we will celebrate Black History Month – an event that celebrates and recognizes the impact that Blacks/African Americans have had on our history. According to ASALH, the Association for the Study of African American Life and History, the theme for 2021 is The Black Family: Representation, Identity, and Diversity.

Continue reading “Celebrating Black History”

It’s About the Bigger Picture – Insights into CES 2021

Author: Annette Malave, SVP/Insights, RAB

During RAB’s CES coverage, RAB, along with guests, discussed not only the change with CES from in-person to virtual, but also the changes in products and efforts by various tech companies. Shawn DuBravac, futurist and president of Avrio Institute, suggests when hearing about the products presented during CES, to zoom out of the individual product announcements and “look at the bigger picture.” DuBravac continues, “Push more broadly around products tying into their bigger goals and bigger desires… this is really going to disrupt the advertising market.”

Continue reading “It’s About the Bigger Picture – Insights into CES 2021”

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.

Continue reading “Love is On the Air”

It Is Different This Year

Author: Annette Malave, SVP/Insights, RAB

Wouldn’t it be great to be able to look into the future and see how 2020 will be described and documented? It has been quite a year – a pandemic, major job losses and political and social unrest. Despite all the hurdles that 2020 delivered, there were positive stories.

Continue reading “It Is Different This Year”

Purpose in Action with Radio Drives Business and Positive Change

Author: Tammy Greenberg, SVP/Business Development, RAB

It has been well-documented that consumers, now more than ever, care deeply about how brands are addressing social and environmental issues. According to the 2020 Porter Novelli Executive Purpose Study, 89% of business leaders believe companies that lead with purpose have a competitive advantage in today’s marketplace. In fact, 85% agree being a purpose-driven company drives profit. The bottom line is that in increasingly competitive markets, in just about every category of business, a brand’s contribution to society becomes the decisive point of difference for consumers.

Continue reading “Purpose in Action with Radio Drives Business and Positive Change”

Smart Speakers – An Audio Opportunity

Author: Annette Malave, SVP/Insights, RAB

As holiday shopping goes into full swing, electronics will be one of the top items purchased this year. As many households continue to work from their remote locations, smart speakers are sure to be on many holiday shopping lists. As of this past June, NPD Group stated that nearly 30% of U.S. households were using smart speakers.

Continue reading “Smart Speakers – An Audio Opportunity”

Being Thankful

Author: Annette Malave, SVP/Insights, RAB

It’s hard to believe, but Thanksgiving is here. It has been a very unusual year for everyone, and the pandemic has prompted many of us to stop and appreciate some of the things that we may have taken for granted in the past.

Continue reading “Being Thankful”