As America settles into the new normal, Katz Radio Group will continue to update the marketplace regularly with new insights on America's perceptions and behaviors toward radio, communities and brands.
The Shifting Consumer Landscape
Live Reads Do Heavy Lifting for Radio
WANT TO BOOST RESULTS? GO LIVE, LOCAL, AND AUTHENTIC
Today's advertisers are looking for measurable results for their media buys. For radio, those results often take the form of attribution and lift studies, which prove an ad's effectiveness at driving consumer action. Veritone recently released findings from their Uplift Study, an extensive, year-long analysis of 250 local campaigns across nearly 100 radio and television stations. Their radio findings prove that radio works, driving a +5.4% lift in web traffic, and that radio's "special sauce" of live and local assets works even better.
Brands that utilize live reads are setting themselves up for success. Veritone found that live reads outperformed pre-recorded spots by more than double (+109%). They credit such a large increase to the personal connection and authenticity embodied by radio personalities, echoing what Katz has found in our own research on the Power of Local Radio Personalities. The relationship between personalities and listeners is personal, loyal, and influential, translating to a platform of authenticity that extends to live reads and endorsements.
The more advertisers and broadcasters delve into attribution, the better the outcomes will be for all. Radio attribution data will continue to inform smarter creative and ad placement decisions for advertisers, boosting advertiser confidence and investment in the medium.
Radio Drives TV Tune-In
Proving that radio accountability is not limited to measuring web lift, Westwood One reveals new analyses of Nielsen data that shows the impact radio ads have on TV tune-in.
Through its PPM Panel that measures radio and TV consumption, Nielsen is able to connect the dots between radio ad exposure, and subsequent TV program viewership. Using aggregate data from 15 studies, over 4 years, Westwood One finds that AM/FM Radio generates an average +33% lift in TV tune-in.
Further findings from Westwood One and Nielsen illustrate why AM/FM Radio is a good complement for campaigns driving TV tune-in. Radio delivers light/medium TV consumers, new viewers to the network, and draws a younger audience. Adding radio to the mix optimizes TV campaigns, bringing incremental reach and frequency for demos under-served by TV.
Radio Listeners' Brand Perceptions Impacted by COVID
WITH BEHAVIORS IN FLUX, BRANDS NEED TO STAY ON-AIR AND TOP OF MIND
The past few months have been a learning experience for everyone. Between lockdown restrictions and supply issues, consumers have had to adjust shopping behaviors, often rethinking brand loyalties, and ultimately, reassessing what they want and expect from brands. Brands in turn, need to stay on top of these evolving consumer sentiments to help them deliver the right messaging to improve engagement and drive sales.
A Katz analysis of MRI-Simmons COVID-19 Consumer Insights Study data shows how radio listeners have been impacted in terms of purchase behaviors and brand perceptions. Half of radio listeners bought brands they normally wouldn't have due to the pandemic. 76% expect to return to their favorites once it is all over, but the trend to buy generic is now established in the 47% who anticipate buying more in the future. With brand loyalty up in the air, it is no surprise that 77% of radio listeners feel it is important for brands to continue to advertise during this time. And the majority of listeners appreciate companies offering messages of support.
It is in advertisers' best interest to utilize radio to engage in meaningful communication with their new and existing customers during the pandemic. Through AM/FM Radio, brands have the opportunity to to stay top of mind with listeners and ensure that new habits and brands become favorites after the pandemic, or that original preferences become number one again.
Katz's Local Vote 2020: Now is the Time to Act
RADIO SHOULD BE ON MEDIA PLANS NOW, NOT LATER
From now until November 3rd every day is an Election Day. A recent survey conducted by Katz Media Group corroborates other national polls showing that over 40% of voters are considering casting their ballot before November 3rd, either by mail or early in-person voting. By the end of September, voters in nearly 30 states will have their ballot in-hand, ready to cast their vote.
Chart is interactive; click to enlarge.
Now is the time for campaigns to get serious about reaching and influencing persuadable voters. And the best way to do that is on AM/FM Radio. With state and market-level data on voter affiliation, behavior, and media usage, Katz's Local Vote 2020 Interactive Guide is full of insights to show campaigns the power of AM/FM Radio to reach local voters across the country.
In it you will find:
- Governor, Senate, and U.S. House of Representatives races
- Voter timelines
- State political leanings
- Voter media usage by state, market, and party affiliation
- Winning 2020 with Multicultural Americans
- Battleground state "Fast Facts"
- And more to come!
September 22nd - Borrell | Uberall - Helping Advertisers Prepare for a Very Corona Christmas. Webinar will cover the latest research on how consumers are shopping, why a hybrid traditional+digital media strategy is effective, and what kinds of services and support advertisers need this holiday season. Register here.
September 24th - Adweek - Marketing 6 Months Into the Pandemic: How Verizon Stays Nimble and Productive. Webinar will cover how to pivot during this time while staying productive, how to engage customers and prospects in order to drive revenue, and challenges facing B2B and B2C marketers. Register here.
October 1st - Ipsos - How Consumers are Recalibrating for the COVID Marathon. Webinar will take a look at some of these shifting routines and behaviors through the lens of current social conversations and feedback from our online U.S. consumer community, including implications for brands and opportunities to help. 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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