Radio matters to musicians across all formats. Radio remains the number one source for new music discovery and Forbes takes note, sharing with their readers. Click for a great read.
Radio Connects and Colors
Over 247 million people tune in to radio every week. Their reason for tune-in varies; it may be to find out about the weather or to get traffic and transit updates. Whatever the reason, they all have one thing in common – they listen because of the connection they have with the radio station and the personalities on that station. During Advertising Week, radio’s ability to “provide a personal connection with listeners that no one else does” and “color a blank canvas” for sports fans was discussed during two separate sessions: “Let Us Entertain You” and “Huddle Up – Radio Sets the Score,” each moderated by RAB president and CEO Erica Farber.
People tune in and listen and listen
to radio
We look forward to each time Nielsen releases another quarterly issue of their Total Audience Report. It provides the entire ad community with a perspective on shifts and changes in media usage. But it is of no surprise that our interest is about radio’s usage.
The Q2 2016 Nielsen Total Audience Report noted that, in a three-year comparison, the number of radio stations that an adult tunes into has grown. Radio delivers content, whether it is in the form of talk, news, sports or music, and listeners tune in to find it. Based upon this report, the average number of radio stations tuned in by adults every month is 7.1.
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to radio”
Radio – A Diverse Medium Reaching a
Diverse Audience
Rock, News/Talk, Urban AC, Spanish, Jazz, Gospel, Tejano. These are just some of the formats that run on stations across the country. Radio offers programming that reaches people of different age groups, interests, lifestyle and even language.
Radio listeners are passionate. They engage with their radio stations across all platforms and devices – whether it’s on-air, on a smartphone, via Facebook or twitter. And when it comes to reach and time spent with radio, ethnic audience usage is greater than the general market.
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Diverse Audience”
New Targeting Capabilities Enhancing the Value of Digital and Broadcast Radio
Today’s blog is brought to you by: Scott Bender, Global Head of Publisher Strategy and Business Development, Prohaska Consulting
Much continues to be written about the growth of digital audio. By 2017, Digital Radio listenership will grow to 57.8% of the population, according to a recent study by eMarketer. Digital advertising dollars are steadily following and are projected to grow 24% next year.
With the growth of digital, new technologies are emerging. International Data Corporation (IDC), an American market research, analysis and advisory firm, reported that by 2020 roughly one of every five radio dollars, or about $4 billion, will be booked programmatically. The whitepaper prepared last year for the RAB by Prohaska Consulting defined programmatic as follows:
“Programmatic buying is the process of executing media buys in an automated fashion through digital platforms such as exchanges, trading desks, and demand-side platforms (DSPs). This is an alternative to the traditional use of manual RFPs, negotiations and insertion orders to purchase digital and other platforms.”*
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Thirsty? Listen to the Radio
The click of a flip-top can. The fizzing when you open a screw top. These descriptions bring images to mind – and those images are unique and personal to the individual as they remind them of the beverage they connect with the most. Radio has a strong value proposition for this category – loyal listener connections that drive engagement, awareness and consumption.
As a top 20 category for radio, beverages increased spending by 9% in the first half of 2016 based on data from Miller Kaplan Arase, LLP. Growth within this category was attributed by some of the national soft drink, beer and distilled beverage advertisers, and specifically Coca-Cola (+87%), Anheuser-Busch (+150%) and Bacardi (+127%), to name a few. While these are all well-recognized brands, there are in fact other beverages that have a history just as long.
Radio and Social Media – A Perfect
Combination
Radio is the original social medium. It’s always been the connector between the community and listener, and at the top of that connection is the radio personality who guides the conversation. But that connection also extends well beyond the broadcast. Naturally, it moves from traditional media to social media and back again.
Listeners are passionate about their radio stations, the on-air personalities on those stations that speak to them every day and the impact that radio has on their lives. And there’s no better proof than hearing directly from a radio listener. A recent piece in our “Matter of Fact” newsletter detailed just one listener’s story.
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Combination”
Auto Stays On Course with Radio
Radio plays an important role for the auto industry both in-dash and for sales. According to the Infinite Dial 2016, of those adults 18+ who had driven/ridden in a car in the past month cited AM/FM radio as their most used in-car device – specifically 84% general market Adults 18+, 80% African-Americans 18+, 79% Hispanics 18+ and 77% of Adults 18-34. When it comes to sales, radio is a steadfast component of auto sales.
For the past five years, radio’s share of U.S. auto dealers’ ad spend has remained consistently strong, while other traditional media have experienced extensive declines – especially when compared to spending in 2002.
80 Days and Counting
That is how close we are to electing the next president of the United States. As much as this cycle has been filled with controversy, one thing is true: This election year has been like no other in its imbalance of earned media versus paid media by both presidential candidates.
With Election Day just 80 days away, we asked Leo Kivijarv, Ph.D., Executive Vice President & Director of Research of PQ Media, to provide us with a perspective on the current state of political advertising and what it can mean for radio. Before we share those insights, here are just a few simple reminders about radio:
- According to Nielsen’s Q1 2016 Comparable Metrics Report, over 90% of voting aged adults listen to radio each week.
- Radio delivers messages, content and information.
- It is an especially important communication medium for political candidates because of its incredible reach.
- Radio, with its varied formats, can reach potential voters according to their language, lifestyle – at home, in-car or on the go.
Personality Makes a Difference
Radio station personalities are arguably the single most important differentiator for radio.
These talented individuals introduce people to favorite and new music. They share current, local and national news, play-by-play sports reporting and coverage, and updates about weather and traffic in the cities they live in. They convey the information that their listeners seek (even if they don’t know they are seeking it) in a very personal and relevant way.
These are the people that make you laugh, make you cry and have the ability to provoke 6-8 emotions in less than 3 minutes. They know their audiences. They REALLY know their audiences and they know how to have a dialogue with them. Many of these individuals share their own lives and the listener is instantaneously connected — feeling like they are part of the conversation.
Radio Matters to Millennials … A Lot
You can’t tune in to radio, watch TV, read a newspaper or click on the internet without hearing a piece or seeing an article about Millennials, and here is another one! The reason we are so focused on Millennials (now the largest generation in terms of numbers) is because they have a different way of experiencing life. They were the first generation to be born and raised in our modern digital world. They not only rely on social media and apps for leisure and convenience, but they are trendsetters and influencers who are set to break records in terms of consumer spending (Accenture has predicted that by 2020, the Millennial generation will annually spend $1.4 trillion in the U.S. alone). As such, Millennials play a pivotal role in the success of just about everything – brands, advertising, media, etc., proving that younger consumers need to be heard, but do they listen?
Yes! They listen to what matters to them.
Radio Impact Reports
We are the RAB, the trade association for America’s broadcast radio industry, the #1 reach medium. We have created this Radio Impact Reports blog site to share current news, information and insights about broadcast radio while using this social space to encourage an open dialogue with broadcasters, advertisers, agencies and even listeners.
On a regular basis, you can expect to hear from RAB’s president and CEO Erica Farber and the rest of the team including business development, insights, marketing and professional development experts.
Topics will range from research and insights
One thing is for certain – our focus will be on continued growth and innovations taking place, ensuring radio’s bright and exciting future.
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