Author: Annette Malave, SVP/Insights, RAB
Before the pandemic, traditional aspects of the auto purchase were changing. People were considering subscription auto plans versus ownership. Vehicle options were also shifting. COVID-19 changed all that.
Traditional vehicle ownership is still considered to be the most convenient, practical and flexible by consumers. When it comes to audio entertainment, traditional sources are important.
Continue reading “Tradition is Valued by Auto Buyers”Author: Tammy Greenberg, SVP/Business Development, RAB
One of the hottest trends in advertising is “screen-free media,” as people liberate their eyeballs and engage their ears with a potpourri of audio programming. However, for marketers to capitalize on the audio renaissance, they must develop an audio strategy that goes beyond ad buying and adopts a distinctive voice and sound for their brands, according to the Carat Trends 2021 report, titled “The Year of Emotionally Intelligent Marketing.”
The diversification of audio platforms and the attention audio commands among consumers has opened up tremendous opportunity for brands to expand their audio strategies and grow their audiences.
Author: Annette Malave, SVP/Insights, RAB
It’s hard to believe that the holiday season is right around the corner. This, of course, means that people will be cooking, eating and drinking various beverages. Those drinks can vary from juice to wine.
The beverage industry was not immune to the upheavals created by the pandemic. As stay-at-home orders were issued, consumers found themselves determined to be healthier and not only change what they ate, but also what they drank. And as people longed for human interaction, virtual cocktail hours also created opportunities for adults to share and try new alcoholic and nonalcoholic beverages.
Continue reading “Drink Up! Radio can pour it on for beverage advertisers.”
Author: Annette Malave, SVP/Insights, RAB
According to the latest data from Pew Research, the U.S. Hispanic population grew 23% – from 50.5 million in 2010 to 62.1 million last year. Hispanics are the largest minority and have a buying power of $1.9 trillion, according to the Selig Center for Economic Growth.
Continue reading “Celebrating the Hispanic Community Every Day”
Author: Annette Malave, SVP/Insights, RAB
While many behaviors shifted during the pandemic, Americans became more aware of their overall health and wellness. As consumers focused on exercise and rediscovered the outdoors, many reviewed their intake of vitamins, supplements and nutrients as a way to improve and or boost their immunities.
Continue reading “Radio – A Booster for Wellness”
Author: Annette Malave, SVP/Insights, RAB
An online search for Gen Z will deliver results in the billions regarding various topics and industries. If you are wondering why, it is because they are about to become the largest and most important consumer target. They may also be the most complex.
Continue reading “Targeting the Next Big Consumer – Teens”
Author: Annette Malave, SVP/Insights, RAB
People are resilient. It is an awesome wonder of human nature. There’s no doubt that everyone has experienced challenges, but looking around, you see that people have returned to doing what they did pre-pandemic. They are tuned into radio and ready to go.
Continue reading “People are Tuned In and On the Go”
Author: Annette Malave, SVP/Insights, RAB
We know that consumer shopping behavior changed dramatically in 2020 – due to both restrictions and personal preferences. However, live events are on, places are open, and consumers are ready for it all.
The National Retail Federation revised their 2021 annual forecast and now projects that retail sales will total anywhere from $4.44 to $4.56 trillion this year. Yes, consumers are ready to shop, but where they shop, why they shop and what they buy will look different in 2021.
Continue reading “Meet the New Retail Shopper”
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”
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.
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.
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.
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.
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.
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.
Author: Annette Malave, SVP/Insights, RAB
The events of 2020 have magnified the importance of reaching ethnically diverse consumers. Advertisers across a wide array of categories, from Main Street to Madison Avenue, have increased their focus to reach Black/African American and Latino/Hispanic consumers. Knowing the media habits of each of these audiences is important to connect with them.
Continue reading “A Look at Black and Hispanic Audio Consumption”
Author: Tammy Greenberg, SVP/Business Development, RAB
IAB published survey results at the end of 2020 indicating that 64% of media buyers said they will focus on digital performance marketing in 2021 with the ability to evaluate plans and results more frequently.
With significant advancements in the attribution space, radio has been able to prove unequivocally that it is one of the most effective media in driving online behavior among all target audience groups.
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.
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.
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”
