As America cautiously moves from sheltering at home to re-opening, Local Broadcasters are on the front lines providing critical information to consumers. Katz Radio Group will be updating the marketplace regularly with new insights about how America's perceptions and behaviors are changing toward radio, communities and brands.
The Shifting Consumer Landscape
Radio Works for Pharma
ADDING RADIO TO TV AMPLIFIES REACH
Our new normal is one of many uncertainties, which can make debuting a new product more daunting than ever. Spending ad money wisely has never been more important.
The power AM/FM Radio can bring to a pharmaceutical campaign has been demonstrated by Nielsen Media Impact. In 3 different campaigns, 20% of TV dollars put towards AM/FM Radio would boost incremental reach as much as +42%.
Chart is interactive; click to enlarge.
RADIO BUILDS A BRAND MID-PANDEMIC
When a pharmaceutical company turned to Audio for the launch of a new medication, Cumulus | Westwood One worked with MARU/Matchbox to see how the 4-week campaign performed with target consumers. What did they find? They found that the company had spent their money wisely.
Potential consumers (heavy ailment-sufferers, prescription drug users, and those who suffer from the ailment treated by the new drug) were +30-55% more likely to be heavy AM/FM Radio users than the category average.
Heavy AM/FM listeners were also more likely to promote of the brand, recommending it to family or friends suffering from the ailment.
The ad fared better with heavy AM/FM Radio listeners (along with heavy Podcast listeners) than with heavy TV viewers, who responded less-favorably. They were also more likely to search online for the brand, ask their medical provider about the brand, or try the brand.
Recognize the power AM/FM Radio has with potential pharmaceutical consumers, and spend your ad money wisely.
Americans are Going Places, and They're Driving There
A good number of Americans are looking forward to taking a trip this year, even if it’s just a short road trip, as told by Generali Global Assistance in their recently released The Future of Travel study. Conducted by Ipsos in June, Americans were asked about their future travel plans and how they may have been affected by the pandemic.
Ipsos found that nearly 3 out of 4 Americans are planning to go on vacation this year, with a long weekend or a week-long jaunt being the preferred vacation lengths in the remaining months of 2020. Of those who intend to travel, nearly 60% have said their travel budgets were unchanged as a result of the pandemic or have since increased.
Hotels are still the top choice for lodging with almost half of vacation-goers, and an overwhelming number of people will be driving to their vacation locales.
Local radio will prove to be an asset here, with its massive in-car reach (90% of AM/FM listeners tune in while in the car*) as well as offering the availability to tailor messages by market or region. Radio is a flexible medium with an enormous potential to reach consumers on the road.
*2019 Doublebase GfK MRI weighted to Population (000)
Speaking of Driving...want to buy a car?
Recently released data from CarGurus, the Cambridge, Massachusetts-based automotive research and shopping website, assures us that despite the overall delay in car purchases, sales are not lost. Some car shoppers may be delaying their purchases, but 70% of those delaying are actively researching their future purchase - local radio could prove to be an asset in reaching these potential consumers doing their homework.
The pandemic has even encouraged some to seek out a new car - 22% of those who have already bought a car or are planning on buying in 2020 had not originally planned to buy this year, prior to the pandemic. And no wonder, since vehicles are becoming more vital.
It’s unsurprising, given the locked-down status of most of the country for the past few months, that nearly half of all respondents see their car as a way to escape or a source of fun. In the long run, a third of respondents say they’re planning to use their car more than before pandemic.
Those who utilized ride-sharing services or their local public transportation have also decided to change up their routines, and of these respondents, more than half will use their car more as a result. More cars being used more often could lead to an increase in wear and tear and the need for maintenance.
August 5th - Merkle - Get Local: Making your Media Relevant for Today. Webinar will discuss the tools and ingredients needed to deliver a personal, localized experience with media. From data and tech to localized media and demand tools, Merkle will share real examples and case studies to help businesses get local and stay relevant with your media. Register here.
August 6th - Nielsen - Nielsen Audio COVID-19 Client Webinar: July PPM and June/Spring Diary Insights. During this month's webinar Nielsen will provide an update on the sample performance and radio listening trends in the July PPM, June Continuous Diary Measurement (April/May/June) and Spring Diary results in two book markets. Nielsen clients register here.
August 12th - RAB - Open for Business: Marketing In The New Abnormal. As part of RAB’s Business Unusual initiative, RAB is announcing the next presentation in its Open for Business live-video series, featuring Carolyn Gilbert, President and CEO and Leigh Jacobs, EVP/Research Insights at NuVoodoo Media Services. In this live-video presentation, NuVoodoo will provide deeper insights to write business as radio sellers and managers head into the fall and beyond. Register here.
The Evolving Landscape for Consumers & Brands
States have been taking steps to ease business restrictions to varying degrees, while some are reevaluating and pausing the process. Marketers need to carry on reassessing and adapting their actions in response to local regulations. Keep updated on state-by-state and category-specific actions with the links below.
More from Katz
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