Radio Adds Analytics

Ever since the first advertisement, marketers have been looking for ways to measure and quantify their results.  We have come a long way since the late 19th century’s John Wanamaker, a pioneer in today’s marketing stage, said, “Half the money I spend on advertising is wasted; the trouble is, I don't know which half.”

Today, even with all the available analytics tools at our fingertips, it still isn’t always clear which advertising channels are yielding the best outcomes.  But most would agree that some feedback is better than none when analyzing advertising results.

While a little late to the game, radio advertising recently launched its own analytics tracking program. Companies like Owl Analytics have started providing a similar product where they track Google searches for a brand’s radio commercial immediately after it airs. At the local market level, these services track branded Google searches within an eight second window. We have found it a useful tool to help clients improve their advertising strategies.

rrg analytics pic.JPG

While far from perfect, these services provide a glimpse into what happens when the radio commercial airs. Granted, some commercials or brands aren’t likely to lead to a Google search conversion, but when enough people do visit a brand’s website, it offers valuable directional information like:

  • Which station or stations generate the biggest lift in Google searches?

  • What creatives/commercials are having the biggest impact?

  • Tracking engagement by time of day and day of the week.

  • Bench-marking results against industry/category averages.

Similar to any analytics tool, alone, it tells only part of the story. However, for the first time, radio can provide some insights to illustrate what works best and to create a path to optimize results.

Perhaps best of all, radio analytics reporting is available at no charge to advertisers, and may just offer priceless results.

Pandora Gets Sirius

We’ve all heard about the $3.5 billion blockbuster deal where Pandora has agreed to be acquired by Sirius Radio, but while we wait for Sirius to officially take ownership, some of us are still wondering how this story might end. As a reminder, this will be the second time SiriusXM has bailed out Pandora. Just last year, Sirius bought $480 million of Pandora’s stock, gaining a 19 percent stake in the company. The combined entity will form a major new power as the largest audio entertainment company in the country.

Pandora is a market leader in customizing playlists based upon a user’s personalized interests and likes, which currently manages around 6 million paying users and over 70 million active free users’ playlists. Their unique technology curates radio stations for subscribers based on music tastes. Tim Westergren, Pandora’s Co-founder and former CEO, says each song has over 400 attributes consisting of range in tempo, harmony, and rhythm that compose each song’s special coding. It’s reasonable to assume that Sirius may apply Pandora’s unique technology to its satellite radio platform to enhance a more personalized listener experience down the road.

car radio pic.JPG

“In 2018 Q1, SiriusXM’s profits increased 40% and monthly users reached 33 million subscribers with a strong history of year-over-year growth.”

Pandora released their subscription based paid service, Pandora Plus, a little over a year ago, but still houses a majority of its users as free subscribers. Rounding out Q2, Pandora announced it had reached 6 million premium paid subscribers. Followers may not be surprised to notice the Pandora platform continuously moving toward a more subscription based model under the new ownership. If so, perhaps SiriusXM can help Pandora achieve profitability again, which it hasn’t seen since 2014.

Ultimately, if anyone can save Pandora and make it a more profitable company, Sirius is up for the challenge. Jim Meyer, SiriusXM’s current CEO, recently explained where the opportunity lies for them to increase Pandora’s in-car listening audience in an interview with the Wall Street Journal. Meyer noted, in order to do this, Sirius needs to make the Pandora platform a “favorite go-to” after people who go through the SiriusXM free trial and then reject paying the monthly subscription fee, and for Pandora to then become the number one choice for free listening. According to Sirius, when the listenership of both services is combined they will have the “largest digital audio audience in North America.” According to ComScore, competitors including Spotify, in the month of September, had 33.9 million active listeners and 63 million unpaid active listeners. Apple Music’s latest paid subscriber count ranks in at just over 20 million, which also includes those on their 3 month free trial. Judging by the numbers, it seems that the streaming industry has a new contender to keep an eye on.  

Radio Ads Increase Curiosity

Nowadays, there are more online shoppers than ever before. Marketers concentrate their advertising efforts in the online realm hoping to steer those shoppers to their websites. But, what exactly is spurring them to go there in the first place? There are several advertising mediums out there that claim to be the reason behind the drive to search online, but there's one that's stands out in the crowd.

A recent study commissioned by the Radio Advertising Bureau and performed by Sequent Partners showed that radio advertising generates, on average, a remarkable 29% incremental lift in Google search activity.

So, how do you suppose radio is accomplishing this feat? Here are three reasons why radio ads can increase curiosity to a brand, product or service.

illustration-of-people-avatar-customer-service-concept_53876-40784.jpg


Morning and Midday Exposure

The RAB study reported that the highest searches occurred during the morning and midday hours, precisely when people are commuting to work and running errands. Most audiences listen to the radio in their cars or while getting work done at home. According to the study, morning hours noticed a 33% increase in online search activities, while midday hours increased by 32%.

Radio Already has their Attention

Radio listeners like to enjoy music, which can uplift or inspire them throughout the day. When the music stops and the commercials start, listeners don’t just completely tune out. Audiences continue to remain attentive to what's being said, even if they're doing other things. If something sparks their interest, listeners often grab their phone and search online. The more listeners hear the same advertising message, the better they will remember the product or service too.

Building Trust

The use of radio personalities have long been a popular and proven method for increasing sales. People listen to their favorite radio hosts and sometimes even follow them for years as they relocate from station to station. As listeners get to know the person behind the mic, they tend to value and trust their opinions more. When radio personalities promote a product or service, it is as if it comes with their seal of approval.

The RAB study also makes it clear that radio is the number one reach medium for advertising. If you're not using radio in your marketing campaign, then you should consider it. A 29% lift in online search is no laughing matter when you want to increase your brand awareness and profit margins.

Millennials Still Listen to Radio

With the overwhelming popularity of social media and mobile technology that both reach massive audiences with minimal effort, it isn't surprising that some believe radio is no longer the entertainment titan it once was. Despite this concern, new findings from Nielsen Media Research suggest that radio (and radio-based marketing) is far more relevant than you might think.

Millennials Spend More Time with Radio Than Social Media

According to the Nielsen Total Audience Report: Quarter One, 2018, on a weekly basis, millennials spend more time listening to the radio than they do using social media applications on smartphones. While Nielsen's report claims that as many as 60 million millennials use their smartphones for social networking, it also found that even more listen to the radio—approximately 69 million in total; in other words, 82% of millennials use social media apps on a weekly basis while 91% of millennials regularly listen to radio broadcasts. 

yingchou-han-241463.jpg

91% of millennials regularly listen to radio broadcasts.

Radio Reaches a Larger Audience Than Other Platforms

The Nielsen Total Audience Report also compared radio to television-enabled devices and computers with internet access. The report found that radio has both the largest reach of the three—91%, compared to 59% and 62% respectively—and, on average, is used the most by millennials during a typical week.

To reach this conclusion, Nielsen looked at the average number of minutes a typical millennial uses each device during a normal week: internet is accessed around 270 minutes a week, television roughly 525, and radio nearly 600. 

Nielsen's findings demonstrate that the reach of radio broadcasting should not be underestimated. Despite the ever-growing popularity of social media, smartphone technology, and internet-based advertising, radio still plays a notable role in the average person's weekly routine—even if they're a millennial. 

Make Room for Radio

From news to talk shows, from live sporting events to playing the latest hits, radio radiates energy and excitement. And now it seems advertisers are very much re-discovering the power of radio, and including it in their media plans to strengthen and amplify their media mix.  

Nielsen and Entercom recently teamed up and released their 2018 Guide to Radio, and the numbers almost seem too good to be true. Among some of the most impressive statistics, the 2018 Guide notes is that radio increases overall campaign awareness, enhancing awareness up to 261 percent when radio advertising is married with mobile internet advertising. Yes…radio doesn’t just double, it almost triples awareness to your advertising campaign! Not to mention, the average ROI for radio is 10 dollars for every dollar spent.

Finally, the 2018 Guide to Radio recalls radio’s effect on memory, which it turns out that radio amplifies TV advertising memorability by 35 percent. Needless to say, radio isn’t a fad, ratings aren’t deteriorating and listenership isn’t declining. With 240-plus million weekly adult listeners, your message will be heard loud and clear with radio, a solution that is proven to drive results.

29-103558-how_to_talk_to_a_woman_who_is_wearing_headphones.jpg

240+ Million

 

Weekly Listeners

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. 

annie-theby-158474-unsplash.jpg

"radio provides the local flavor and personalities that 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.

 
17408255_302.jpg

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.

Tweens&Teens.png

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.

Tune in Time Graphic.jpg

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.

radio rules the road.png

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. 

Social vs Audio.png

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.

Drivers Love Radio.jpg
 

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.

RRG - Mass Reach Graph 1.png

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.

 
RRG - Retail Ad Exposure Graph.png

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.
519352382.jpg

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

 
StockSnap_4H81FG9ITO.jpg

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.

vs.png

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.

Addressable Graph.png

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.

Growth Graph (Pandora vs. Spotify)2.png

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.