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
Katz Case Study: Radio Drives Web Lift & Sales
ANALYTICOWL PROVES RADIO IMPACTS ONLINE ENGAGEMENT AND LEAD CONVERSION
A Medical Supplies Company turned to Radio for the first time with the goal of increasing consumer engagement with their website and call center. The Company partnered with Katz Radio Group for a campaign during the summer of 2020, running :15 spots on 7 stations across ownership groups in the Company’s home market.
Katz worked with AnalyticOwl to match radio log times with the Company's proprietary data to measure the the benefit of using Radio to drive web traffic, calls, and checkouts. The study provided a holistic, market-wide, view of the campaign performance for the client.
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RADIO DRIVES ONLINE ENGAGEMENT
Radio drove a +4% lift in web traffic, averaging 18 visitors per spot airing. Radio-attributed sessions were “stickier” and more engaged than others, lasting +38% longer and with a +6% better bounce rate. Looking at on-air days vs off-air, the Medical Supplies Company's site saw +40% more web traffic on days when radio spots aired. 64% of all web traffic during the radio campaign were new visitors to the site.
RADIO DRIVES SALES
Not only did Radio-attributed visits prove more engaged, they also proved more fruitful for the Medical Supplies Company. According to AnalyticOwl's findings, the Radio campaign led to a +4.1% lift in total lead conversions, including a +4.2% lift in calls, and +3.8% lift in online checkouts.
AnalyticOwl's results provided the Medical Supplies Company with evidence that radio was instrumental in achieving their goals of increasing consumer engagement with their website and call center. The radio campaign boosted the number of consumers engaging with the website, the quality of those engagements, and helped turn leads into sales.
On the Road Again - At 92% of Pre-COVID Levels
MILEAGE UP FROM EARLY APRIL, STABILIZING AS IT APPROACHES PRE-PANDEMIC LEVELS
According to recent data from out-of-home measurement company Geopath, American mobility has stabilized through the summer, recovering over 90% of its pre-pandemic mileage.
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Americans' average total miles traveled per day reached 16.5 miles during the week of September 14th, achieving 92% of pre-pandemic levels, and a +70% increase over the pandemic-impacted low. Weekdays reached 90% of pre-pandemic levels, having increased +58% over early April. Weekends have recovered at a quicker pace, more than doubling their average miles traveled during April, and achieving 98% and 95% of pre-pandemic mileage (Saturday and Sunday, respectively).
Every state has seen marked increases in travel over early April, with more than a dozen states doubling their mileage since early April. Michigan, New Jersey, and New York have actually tripled theirs. Nearly half of all states have crossed the 20 miles per day threshold as of mid-September, compared to early April, when only 4 clocked in over 15 miles per day.
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Mobility recovery sets the stage for more radio listening in each market. As more consumers increase their time spent in cars, the added out-of-home listening will continue to drive radio listening back to more normalized levels.
Trick-or-Treaters Turn to Brick-and-Mortars to Prep
HALLOWEEN DRAWS IN-STORE PURCHASES
Whatever shape local festivities take this year, Halloween revelers will be turning to brick-and-mortars for all their spooky treats. According to a recent survey by rewards app company Shopkick, 84% of consumers plan to shop in-store to purchase their Halloween supplies, including, costumes, candy and decor. The most popular destination? Big-box stores, followed by specialty stores and groceries.
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Shopkick finds that the majority of consumers (56%) will be spending on-par with past year, despite the pandemic. For those purchasing candy, 87% plan to spend up to $40. For the 46% of those buying costumes for themselves or their children, 62% will spend up to $40, and 23% will spend between $40 and $60.
Spending is taking place now, 55% of candy buyers plan to purchase in early October, with 26% waiting for the week before Halloween. With the majority of consumers taking to their cars to make Halloween purchases, radio as an opportunity to drive some spooky sales for local businesses this October!
Radio Should Be on Media Plans NOW, Not Later
NOW IS THE TIME FOR CAMPAIGNS TO ACT - KATZ'S LOCAL VOTE 2020 SHOWS THEM HOW
Voters in nearly 30 states already have their 2020 ballot in hand. 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.
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!
October 8th - MediaRadar - An Insider's look at Changes in Consumer Advertising. Webinar will give an insider's look into the current state of Consumer Advertising, including key insights into the industries affected by the pandemic. Register here.
October 12th - RAB | Jacobs Media Strategies - The impact of COVID-19 on Radio Listeners - Third Edition. Webinar will feature brand new research from Jacobs on COVID-19's impact on radio listeners, including audience insights and findings about shopping for the holiday season. Register here.
October 15th - Nielsen - Nielsen Audio Client Webinar: Latest Consumer Attitudes, Plus Listening Trends and Survey Performance. Webinar will provide an update on the performance of the September PPM and July/August/September CDM survey periods. Plus, fresh insights from Nielsen's consumer study looking at attitudes around spending habits and lifestyle changes since beginning to emerge from lockdown. 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
Click here for previous releases of Katz's Sound Answers.
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