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Radio Is the Strongest Pre-Shopping Medium According to New Arbitron Study

Arbitron released a study that shows "AM/FM radio delivers the largest reach during the time periods immediately prior to peak shopping hours, it continues to dominate the audio entertainment landscape, and out delivers web, social networking or mobile usage during the average day among Adults age 25 to 54." See full press release below. 

We have compared the results using Media Audit and the results show that Portland shoppers rely on Radio as their most widely used platform for retail purchases in the Pacific Northwest:

 

 

COLUMBIA, Md., Sept. 21, 2012 /PRNewswire/-- AM/FM radio delivers the largest reach during the time periods immediately prior to peak shopping hours, it continues to dominate the audio entertainment landscape, and out delivers web, social networking or mobile usage during the average day among Adults age 25 to 54. These are the most notable findings of a study commissioned by Arbitron (NYSE: ARB) and presented at this week's Radio Show, hosted by the National Association of Broadcasters and the Radio Advertising Bureau in Dallas.

"Where Radio Fits: Radio's Strengths in the Media Landscape" examines the continued strength of AM/FM radio among Adults aged 25 to 54 and the advantages radio delivers over other media outlets. The study also looks at where consumers are accessing various media platforms and the emotional impact these media have on users.

Key findings of "Where Radio Fits: Radio's Strengths in the Media Landscape": AM/FM radio is the strongest pre-shopping medium, reaching 31% of 25-54s during the hour before the peak shopping period (1-2PM). AM/FM Radio's reach during this crucial decision making hour is nearly twice that of live TV (17 percent).

AM/FM radio delivers 86 percent of the total time Adults aged 25 to 54 spend with the three main audio platforms. AM/FM Radio delivers nearly eight times more time spent than satellite radio and seventeen times more than internet audio streaming.

AM/FM radio is the second most widely consumed of the top media platforms.

During the average day, radio reaches 59 percent of adults aged 25 to 54, second only to television, which reaches nearly 80 percent of these adults. Trailing radio are the Internet (49 percent), social networking (19 percent), mobile web/app usage (16 percent).

AM/FM radio adds considerable reach to other media platforms. When combined with live television, radio adds an additional 14 percent reach of adults aged 25 to 54 and an additional 60 percent when combined with Internet AM/FM radio is heard by a variety of decision influencers with 43 percent of respondents aged 25 to 54 saying they listen with their children, 38 percent listen with their spouse or partner.

"Radio's consistently large reach together with its ability to deliver the 'the last word' during the crucial pre-shopping hours make it highly valuable for advertisers who are looking to maximize ROI in a fragmented media environment," said Bill Rose, Senior Vice President of Marketing, Arbitron Inc. "This study along with the more granular data Arbitron is providing to agencies and modelers should help reinforce radio's strength in the marketing mix." How the study was conductedThe study, conducted in conjunction with MBI Touchpoints, measured the media consumption, consumer activities, social setting, location, and mood/emotions of 2,000 persons age 18 to 64. The study was conducted in two waves from Oct 2010-March 2011 and Aug 2011-Jan 2012.

Touchpoints captured its data using a proprietary mobile app for tracking consumer behavior.

About ArbitronArbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media-radio, television, cable and out-of-home; the mobile industry as well as advertising agencies and advertisers around the world. Arbitron's businesses include: measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of U.S. consumers; providing mobile audience measurement and analytics in the United States, Europe, Asia and Australia, and developing application software used for analyzing media audience and marketing information data. The Company has developed the Portable People Meter (TM) (PPM) and the PPM 360(TM), new technologies for media and marketing research.

Portable People Meter(TM), PPM and PPM 360(TM) are marks of Arbitron Inc.

SOURCE Arbitron Inc. 2012

How Radio Creates Empathy

"The musicality of the human voice is the engine of everything we do." - Jad Abumrad

In this video Radiolab's Jad Abumrad discusses the depth and complexity of the human voice and explains Radio's unique power as a storytelling medium. 

 

Link Station Assets for Better Frequency

 

Radio Ink posted an article reminding us about the power of a good media mix, which is something advertisers tend to take for granted when it comes to Radio.

In it, David Gifford writes on why advertisers must still use Radio as part of the overall media advertising mix for ad buys.

Here are some highlights:

• Media mix translates to adding more and different ad media to increase reach.  Overspending on reach, at the expense of driving commercial messages home repeatedly, represents the biggest mistake in advertising today. In short, reach doesn't mean anything without frequency.
• A proactive, Radio-driven media mix campaign includes using many platforms to connect with a consistent relationship-driven audience. Radio uniquely works well with digital connection points.  Advertisers increase frequecy and connection by linking station assets.
  
  
• Here is an example:  Run a robust spot radio schedule, activate promotions, and/or big event sponsorships, create buzz with texting and Twitter, give info with website tie-ins linked to prospects' websites, connect with direct mail to your listener database, point-of-purchase merchandising, and partnering with outdoor to help advertisers reach those active lifestyle consumers when they’re out shopping.

Read the full article here.

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Radio Rocks for Computer Sales

 

As back-to-school and holidays are a crucial time of year for electronics sales, a new study released by The Media Audit reveals good news for computer retailers. Among adults surveyed, the percent of consumers who plan to purchase a new computer in the next twelve months has risen by 5.7%. Among U.S. consumers, 24% plan to purchase a new computer in the next year, compared to 22.7% a year earlier. The new figure represents more than 35.5 million consumers across The Media Audit's 81 measured markets. 

Planned purchases of other types of consumer electronics items have been a mixed bag. The same study reveals a downward or flat trend for consumer items such as major household appliances and TV's. According to the study, 10.7% of consumers plan to purchase a major household appliance, compared to 10.8% a year earlier; while 14.1% plan to buy a new TV, compared to 15.1% a year earlier. Read Full Article Here

The Media Audit slideshare above shows that people planning on buying a computer in the Pacific Northwest (Portland Metro and Seattle/Tacoma Metro) rely on Radio and Internet for their purchase. If you are in the electronics business, a strong Radio campaign can help you boost those back-to-school and holiday sales. 

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Music and Digital Downloads: Radio’s Biggest Music Consumers Revealed

In a new study by The Media Audit  it shows that Dance Contemporary Hits Radio (CHR) listeners are the biggest consumers of CDs and digital music downloads.

According to the study, 42.8% of the format's weekly listeners frequently purchase CDs or download digital music.  Among all U.S. consumers, 27.7% frequently purchase CDs or download digital music. The figure represents more than 41 million consumers across The Media Audit's 81 measured markets.

Contemporary Hits Radio (CHR) ranked second in the study, with 42.4% of the format's weekly listeners who frequently purchase CDs or download digital music, followed by listeners of Rhythm & Blues-Urban (39.2%), Hot Adult Contemporary (38.3%), and Rock (36.4%). Frequent purchasers are defined as having purchased CDs or downloaded digital music within the past four weeks.

Among those who frequently purchase CDs and downloaded music, 49% are female, while 51% are male. Furthermore, 46.6% are between the ages of 25 and 44 and 67% are between the ages of 18 and 44 years. The same study reveals that frequent purchasers of CDs and downloaded music are 15% more likely to have a college degree and earn an average of $76,739 in household income. The figure is significantly higher when compared to the average household income of $64,316 for all U.S. adults.

Read the Full Article Here

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Compete to Be Unique

In battle there is only one winner, but in business there can be many. The game of business is not about beating the competition it's about emerging as the most unique choice. The question is what do you do that's distinctive and gives your clients a one-of-a-kind experience? 

The Harvard Business Review posted a blog, "Stop Competing to Be the Best," by Joan Magretta. The article suggests a different kind of competition: compete to be unique.

Joan says, “Focus on innovating to create superior value for your chosen customers, not on imitating and matching rivals. Give customers real choice and then price becomes only one competitive variable. But understand that doing this profitably means accepting limits and making tradeoffs — you can't meet every need of every customer. Nothing is more absurd — and yet more widespread — than the belief that somehow you can do exactly what everyone else is doing and yet end up with superior results."
 
She offers the arts as an example to prove this perspective: “There can be many good singers or actors — each outstanding and successful in a distinctive way. Each finds and creates an audience.” 

So the question beckons, what makes you unique? And how do you tell that to the market place? Your ability to create a unique and consistent brand in the minds of listeners is up to you. 

• Want to learn how to find out what works and doesn't work in advertising today? 
   
• Interested in finding out master techniques in marketing strategy and Radio media buying?
   
• Go to www.JustOneWins.com 

 

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