Summer & Radio Are the Perfect Couple

Think back to the summers of your youth. There was always the one song on the radio that defined that summer, and all the emotions and good times that went with it. Summer and great tunes go together like beach volleyball and bikinis, and there's no reason for your business to be standing on the sidelines. Here are three reasons why the dog days mean loads of radio listeners, eager to hear all about your business. 

Playlists don't give beach traffic reports.

There are some things streaming just can't do, like give you the latest beach traffic, summer weather, or updates about events happening around town. People need to tune in to their local radio stations in the summer to get the information they need. 

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"radio provides the local flavor and personalitiesthat are just the right mix for summer fun."

Summer road trips.

Let's face it, radio is the perfect companion on your summer road trip. When you're traveling, checking out the local radio stations is one of the best ways to get to know the area. Whether it's a cross-country road trip or just a jaunt to a nearby sporting event, radio provides the local flavor and personalities that are just the right mix for summer fun.

Everyone's enjoying the outdoors.

When people are at the beach, gardening, or just hanging out in their backyards, radio is a carefree way to spend hours enjoying their music outside. The continuous variety of songs keeps everyone happy during their favorite summer activities, and no one will get sick of a playlist on repeat. People working outside also rely on radio to keep their day moving in the summer heat, and local advertisers are front and center as people go about their summer days with the radio by their side. 

Interest in local radio stations peaks during the hot summer months. Your business is poised to take advantage of all those attentive listeners with a creative advertising package designed specifically for this season. 

Radio Thrives In Every Season

In today’s digital marketplace, traditional media like Radio is often overlooked. However, brands must not forget that radio is an essential part of any media plan. According to the NYMRAD (New York Market Radio) Quarterly Market Report, “The value of Radio has increased in the last year. While other players such as Pandora and Spotify continue to disrupt the way we listen to audio, terrestrial Radio still has the furthest reach.” So, why is Radio still relevant? The report states that, “Radio reaches 93% of the population each day…and still dominates in-car entertainment.” And with innovations like Amazon Alexa and Google Home, Radio once again lives in the home and not just in the car.

Radio is a powerful medium for advertisers to get their best results, as it successfully saturates itself into our lives. NYMRAD mentions during the summertime, “New York Radio listeners are active all summer in outdoor activities such as grilling, gardening, and boating.” Listeners love to be outside and radio can play as a soundtrack to those summer activities.

It is clear that Radio media is alive and well, building recognition and cause action faster than any other advertising platform. While digital is great when your goal is to reach individuals, Radio powerfully motivates thousands with every airing.

 
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Why Radio is the Simple Choice

These days nothing is simple. Cars are driving themselves, Amazon’s Alexa is telling me what to wear to work, and the first robot citizen, Sophia, is dating more celebrities than I will ever have the pleasure of meeting. Technology continues to blend into every part of our lives, but with all these new accessories, it’s important to leave room for the technical glitches and latest versions in order to stay up-to-date. As radio approaches its' 100th birthday, it seems to be the only simple constant in the equation of media platforms.

Today, many of us feel increasingly addicted to their phones, but radio has always remained a loyal friend. In fact, 93% of the U.S. population listens to AM/FM radio even without including digital listeners, and the numbers continue to climb. The statistics speak for themselves…as radio rakes in one of the largest audiences and is one of the few mediums we don’t consistently need to learn how to use. There are no new updates, just new platforms where the medium integrates well with new technology, creating more opportunities for us to listen and for advertisers to get their message heard.

Aside from traditional AM/FM radio being simple, it’s also friendly. Researches note that radio gives listeners a sense of companionship, providing mood enhancement features. In the end, unlike social media, traditional radio is never deceptive, depressing or difficult to use. Radio is simple and with the number of listeners they currently have, is it clearly appreciated.

Teens and 'Tweens Like to Turn It Up

Radio is an important part of teens and 'tweens daily media mix. Radio garners the most of their time spent listening to music, compared to time spent listening on smartphones and other devices.

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When Radio Listeners Tune-In, They Stay Tuned-In

New Nielsen Audio research shows that radio weekly tune-in time is high—over 14 hours on average to be precise. And this data isn't just limited to one demographic. Radio tune-in time is high across all Americans and is, in fact, higher among certain audience segments like black and Hispanic Americans.

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Radio Rules the Road

Eighty-two percent of all American drivers use AM/FM radio while in the car. It’s astounding to think that radio is the only media that does not require our full attention—it’s unique in that way. As long as we have cars, radio does not seem to be going anywhere anytime soon.

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Radio vs. Social Media? You'd Be Surprised...

Social media is often thought of as a ubiquitous content vehicle. However, AM/FM radio reaches nearly 25% more adults each week than social media does. 

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Engine on, volume up.

Americans listen to radio in their cars an average of 73 minutes a day. Commuters are already especially pressed for time. So the more they can do on their commute, whether in their car, on the bus or on the train, the better. Radio allows us to listen to news and entertainment and discover new music. It gives us more time to get things done while on the go.

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Radio Boasts Highest Reach Among Media Channels

In comparison to TV, desktop, TV-connected devices, smartphones, and tablets, radio reaches the highest audience, at 93% of Americans every week. Radio reaches 10 percent more Americans every week than mobile does.

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Radio Ads Bring in More Customers and Lift Market Share

 

In a recent retail program test, radio grew the client’s sales and increased the number of new and existing customers by 64% when the ads were running.

 
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The Religion of Sports Radio

THERE’S MUCH MORE RAPPORT BUILT WITH THE BROADCASTER YOU LISTEN TO EVERY SINGLE DAY ON YOUR COMMUTE TO WORK THAN THERE IS WITH A WEBSITE YOU’VE ONLY VISTED ONCE WHEN YOU WERE SHOPPING FOR KNEE SOCKS.
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Every February, millions of viewers gather around their TVs to watch the biggest “big game” of all, surrounded by friends, family, pretzels and fantasy brackets. The Super Bowl is a prime example of the power of sports culture. And although the Super Bowl is perhaps the most major event in a 70 billion-dollar inustry, even seen as a micro-holiday to some, it only occurs once a year. Sports radio, however, drives audience engagement all year long and consistently garners a sizeable, trusting audience.

When “big games” aren’t being played, figuring out ways to engage the fan community becomes the prime directive. In the off-season, fans become provisional cohosts of sports radio call-in shows. All bets are on: Who’s being traded? Who’s said something unhinged in a press conference? Why’s that free agent getting paid so much? And so it goes.

Sports radio cultivates an inclusive environment, where the relationship between fans and broadcasters is an intimate one. Sports radio is addictive. Some sports fans actually like hearing guys in suits talk about sports more than they like watching actual games. And because of that relationship, radio advertising is often more trusted than, for example, digital advertising. Audiences have a track-record with their sports radio guys. There’s much more rapport built with the broadcaster you listen to every single day on your commute to work than there is with a website you’ve only visited once when you were shopping for knee socks.

So while big, shiny objects like Super Bowl ads can cost upwards of 4 million dollars for:30 seconds of visual engagement, smaller budget, strategic investments like radio are much more cost effective. With the ability to speak to regional audiences and convey messaging to an audience for which a station or personality has already acquired a high level of trust, when looking to solve a strategic media problem, sports radio is often the solution.  

The Difference a Radio Plan Can Make

Many radio media buyers don’t realize that there's much more to a radio schedule than just reach and frequency.  For instance:

  Schedules shown above are for demonstration purposes

Schedules shown above are for demonstration purposes

 
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The schedule placed by the Roth Radio Group included the following:

  • Narrowed hours in each daypart
  • Clients' commercial was the first spot played in each commercial break
  • Lower cost per point and cost per thousand
  • Using radio stations’ assets, we achieved an outstanding value added proposition

To find out more about how Roth Radio Group achieved this success, and to find out how we can do the same thing for you, email us.

Pandora vs. Spotify - Which is Right for Your Advertising?

SETTLING THE DIFFERENCES
Trying to figure out the differences between the Pandora and Spotify audiences is not hard. There’s plenty of data to be found, and even a quick Google search has the potential to overwhelm you with charts, comparisons and statistics. But the important differences between the two giants of music streaming are found in the more considerable pieces of demographic data that keep appearing in every study.

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MUSIC TO YOUR WET-BEHIND-THE-EARS
Firstly, Spotify listeners are younger. Younger and more tech-savvy. Whatever the reasons may be: The Spotify user experience or its’ youthful branding, there’s no disputing it. According to the latest numbers, “nearly two-thirds of US Spotify users were between the ages of 13 and 29, with 18-24 year olds accounting for the largest share,” while Pandora users skewed a bit older, with the largest group of users falling somewhere in the 35-44-year-old range. [1]

To put that in one perspective, Spotify users are 30% more likely to use Gmail, whereas a whopping 92% of Pandora users are more likely to use Yahoo! Mail. For those of you who are not in the millennial “basket,” that may not mean much. But for those of you who are in on the joke, the idea of using Yahoo! Mail, to a younger audience, is culturally verboten. In other words: Yahoo is not hip.

But that’s okay. After all, 44 year olds are consumers too, and they represent a very important segment of the population. Hawking higher ed? Maybe Spotify is a little bit more in tune with your audience. Selling financial services? Perhaps Pandora is a bit more music to your ears. But the best part? Both can be segmented, optimized, programmatically placed and highly tailored to your target audience, making either streaming radio service a very savvy buy for any data-driven marketer.

GET OFF MY LAWN!
It’s not only Pandora’s audience that’s a bit older, wiser, and more experienced, however. It’s also their ad platform that is more evolved. As Pandora has focused on building their ad products, they’ve achieved a higher level of sophistication both in creative execution and targeting capabilities. Have a nice, animated, high-impact creative execution? Pandora may be a better platform on which to execute these. If you have a smaller budget and a highly-targeted group you’re trying to reach, Pandora may be a better play there, too. But don’t get too used to these numbers. Spotify recently implemented programmatic ad inventories and they’re sure to catch up to Pandora soon. But keep in mind, as with all digital marketing technologies, you should expect this to change.

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ADDRESSABLE VS. NON-ADDRESSABLE AUDIENCE
If you do decide to add streaming audio to your marketing plan (which you should), be sure to keep one important metric in mind: "addressable audience." An addressable audience means a group of users who listen to their content for free, with ads. Non-addressable means the audience is using the paid version of the audio-streaming app and are therefore listening without ads, and therefore cannot be reached by any campaign. As of now, Pandora has an advantage. Although Spotify recently boasted about 72 million active users within the U.S,, the number of ad-supported Spotify listeners is likely more like 54 million users (i.e. addressable). Pandora’s numbers look more like 86 million active users (U.S), with about 81 million of those being non-paid, ad-supported and therefore addressable.

MIND THE TREND
When it comes to digital and mobile marketing (streaming audio included) its often more important to pay attention to trends rather than current figures. And if you abide by this rule of thumb you must note that Spotify's audience numbers are steadily trending up at a much greater rate than Pandora's.

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THE BOTTOM LINE
While both Spotify and Pandora both have their pros and cons, the biggest thing to take away is that streaming radio is a fantastic and efficient place to generate highly-targeted user engagement, establish a great branding campaign, or extend and supplement your current marketing plan.

[1] Emarketer.com

10 Radio Jingles That Will Take You Down Memory Lane

What makes a jingle so easy to remember and so hard to forget? Well, for one, it’s "audio memory," claim neuroscientists, who say that memories tied to hearing are among the most recalled, even remaining deep in our consciousness years, and even decades after last hearing them. After all, who could possibly forget your baloney’s first and last name or the simple, yet effective three-note melody of “by Mennen.”

In fact, you probably sang those both in your head as you read them.

The truth is, the jingle can be a very powerful branding tool if used correctly, and they have helped shape many of the best brand campaigns of all time. Here’s a list of our favorite modern-era jingles that we really feel have done what a jingle should do: help you remember the brand.

1. Alka Seltzer – “Plop Plop, Fizz Fizz.”

 

2. Intel – “Four Memorable Notes.”

 

3. Nationwide Insurance – “Nationwide Is On Your Side.”

 

4. McDonald’s – “I’m Lovin’ It.”

 

5. Empire Carpet – "800-588-2300-E-M-P-I-R-E”

 

6. Kit-Kat – “Gimme a Break.”

 

7. Oscar Meyer – “I Wish I Was an Oscar Meyer Weiner.”

 

8. Folger’s – “The Best Part of Waking Up.”

 

9. Intel – “Four Memorable Notes.”

 

10. Toys 'R Us – “I Don't Wanna Grow Up.”

 

So what’s to become of the jingle’s jangly future? And when, if ever, should you consider using a jingle in your advertising efforts? Get in touch with Roth Radio, and we’ll let you know whether a jingle is a good fit for your brand—and we’ll write it, produce it and get in on the airwaves.

Radio + SEO = W-I-N

For broadcasters, SEO (search engine optimization) is a built-in product of the advertising process. Basically, the more people that search for your brand, the higher your brands' organic search results will be in search engines like Google, Yahoo and Bing. It's a process that builds on itself.

Kelly Shelton, VP of Marketing for Boostability offered an example of a listener that hears “Got a leak? Call Joe’s Plumbing” on the radio.  When that user needs a plumber, he or she goes to Google, plugs in “leaky sink” or “plumber” and finds “Joe's Plumbing” on the first search page.  Because he heard the radio commercial, there is built-in trust for what is found online.  That’s a score for radio.

“Radio is one of the best ways to drive traffic to online search,” Shelton stresses.  Citing RAB statistics, 57% of listeners go online after hearing something on the radio and 39% of listeners say radio spots prompt online searches, while almost 20% of listeners are already online while listening to the radio.  “So we see that radio and search play – and work – very well together.  One leads to the other.”

Radio ads build brands and create awareness.  SEO then makes sure consumers can find the brand and go to that listing instead of other listings on a search results page. Radio ads generate traffic, traffic increases your website in search engine rankings, and the end result is more people seeing your website or landing page. 

Tune Into Radio, Turn Up Your Results

The world of advertising has dramatically changed since the good people of Sterling Cooper were creating campaigns. And, while the migration towards newer forms of digital media have their allure, make no mistake, radio advertising is thriving more than ever as savvy advertisers reach and engage the right audiences and, most importantly, maximize marketing ROI. Here’s why:

1. Audience.
According to commercial jingle juggernaut American Music Concepts, more than 90 percent of Americans—243 million people with unique listening preferences, needs and buying habits—engage with radio each week. If an advertiser has a firm understanding his or her business and its target markets and buyer personas, the opportunities are endless.

2. Affordability.
Want to reach the same audience and match the message frequency a radio campaign can using print or television. You're going to have to double your budget.

3. Time efficiency.
According to Strategic Media, radio production and media buy turnaround can happen in as little as two weeks. This gives advertisers a chance to produce and test an ad, judge its effectiveness and make any adjustments needed to optimize the campaign for the long haul.

4. Results.
It has been proven that radio has a much better ROI—in fact, 17% higher—than TV advertising. Additionally, a recent Nielsen study found a direct link between radio advertising and brick-and-mortar retail sales—on average, each dollar invested in radio generated a sales return of $6 from listeners within 28 days.

There is a lot to consider when assembling the perfect marketing mix, but when weighing the benefits of radio, one thing is abundantly clear: radio is alive and well, and your audience is listening.

Radio: Buy The Numbers

The numbers don’t lie. According to multiple published reports, not only is radio thriving, it continues to stand above the other channels in an advertiser’s marketing mix. Whether it be reach, time or any other important metric, radio has it covered. Read on to learn more about the power of terrestrial airwaves.

 
 
 
 

When it Comes to Reach, Radio is King

NIELSEN SHOWS RADIO REACHING THE MASSES... EFFICIENTLY

A new study reveals good news for radio advertisers: Radio provides the largest audience reach of any medium in America— at a whopping 240 million listeners. Among the findings highlighted in the study are several insightful statistics about radio's usage, the types of people that listen and the time of day they do it most.

A few points that are emphasized include the fact that radio is the #1 medium for daytime listening, is the absolute best choice for return-on-investment as well as being the number one choice for marketers in terms of local activation.

Interestingly enough, as well, it seems that radio listenership over the past 8 years is increasingly stable, even rising monthly listeners since 2008, from 234 million to 240 million.

More adults use AM and FM radio than any other media.
— NY TIMES - OCTOBER 15, 2015

STUDY SHOWS RADIO LISTENERS ARE DAY PEOPLE

In addition to these radio-friendly statistics, the study delves further into a comparison between radio, TV, TV connected devices (Roku, Apple TV, etc.), desktops, smartphones and tablets. The study not only shows that radio is the strongest performer in daytime engagement between the hours of 6am-4pm, but also that radio also has a fairly steady reach among age groups and ethnicities (see below).

WHAT DOES THIS MEAN FOR ADVERTISERS?

Clearly the good news here is for marketers and advertisers who are looking to use, or are currently using radio, as part of their media mix. It proves very insightful as far as the strengths of radio, and convincingly proves what a resilient medium radio truly is.

Source: Entercom | CBS Radio 2017

Infographic: Radio Can Improve Your SEO

 
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On Radio, Anything is Possible.

This hilarious video piece from The Radio Mercury awards perfectly illustrates the creative advantages of using radio advertising. For decades, copywriters have referred to radio as "The Theatre of the Mind," and this video sums it up perfectly: On radio, there are no rules. A must-watch for anyone considering using traditional or streaming radio as part of their media mix.