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: Data-Driven Radio Improves Online Engagement
RADIO DRIVES WEB LIFT FOR UTILITY PROVIDER
A Utility Provider was successfully utilizing radio to grow web traffic, and wanted to analyze their performance in 9 markets in order to make data-driven decisions on how to use radio more effectively. Katz worked with AnalyticOwl to provide the client with a holistic view of the campaign performance at the midpoint, giving the client a chance to implement optimizations, and at the campaign’s end, to analyze how the changes impacted results.
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Phase 1 of the campaign led to a +12.5% lift in total website traffic attributed to radio advertising. Pleased with the initial findings and eager to amplify what was working best, the client implemented changes in scheduling and the creative mix. As a result, Phase 2 radio led to a +14.4% lift in total website traffic. The client's data-driven optimizations successfully boosted the campaign performance by +15%.
AnalyticOwl's results provided the client with evidence that radio was instrumental in increasing web traffic, and that data-driven scheduling decisions improve campaign results and lead to greater client KPIs.
America is On the Move at 92% of pre-COVID levels
MILEAGE STABLE AS IT APPROACHES PRE-PANDEMIC LEVELS
New data from out-of-home measurement company Geopath shows stable mobility levels for Americans through the summer and fall, achieving over 90% of pre-pandemic daily mileage on weekdays and weekends.
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Americans' average total miles traveled per day reached 16.6 miles during the week of November 2nd, achieving 92% of pre-pandemic levels, a +71% increase over the pandemic-impacted low. Weekdays have reached 92% of pre-pandemic levels as well, an increase of +61% over early April. Weekends have more than doubled their average miles traveled during April, with Saturday and Sunday each achieving 95% of pre-pandemic mileage.
Mobility recovery sets the stage for more radio listening across the country. As more consumers get on the road and increase their time spent in cars, out-of-home listening will continue to drive radio listening back to more normalized levels.
Radio Listeners' Holiday Purchase Plans
ONLINE OR IN-STORE - WHERE ARE RADIO LISTENERS HEADED THIS YEAR?
The 2020 holiday season is surely upon us. According to the latest Media Monitors data reported in Inside Radio, eight retailers, including four department stores and two online retailers are in the top 100 radio advertisers by spot volume. With a mix of brick-and-mortar and online-only retailers turning to radio to engage consumers, just what will radio listeners' holiday shopping look like this season?
A Katz analysis of the October wave of MRI-Simmons COVID-19 Consumer Insights Study data finds that half (51%) of radio listeners plan to spend the same as last year, while 11% intend to spend even more this season. Despite COVID qualms, three-quarters of radio listeners plan to do their holiday shopping in store, 51% plan to do so online, and 62% plan to shop equally between the two.
Chart is interactive; click to enlarge.
Splitting their shopping equally between online and in-store is the preferred plan across the majority of categories. The products that pop for in-store shopping are grocery, alcoholic beverages and home improvement supplies. The only categories where online edges out the other shopping options are computer electronics and gaming devices.
Whether they shop in-store, online, or an equal mix of the two, radio listeners are valuable consumers this holiday season. And with a record number of stations flipping to holiday formats early, now is the time for retailers to engage with consumers on AM/FM Radio.
December 2nd - RAB - 2021 Radio Forecast. Webinar will spotlight insights from October data, along with their recent consumer sentiment study to provide context for the organic growth we're seeing beyond the headphone enhancement. Register here.
December 3rd - Ipsos - Media in this Brave (New) World: Vaccine or Not. Webinar will explore pandemic research and what that means for a post-vaccine, post-election, post-anything world. Panel includes media research experts in content strategy, media measurement and monetization and marketing effectiveness. 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.
Click here for Katz's summary of the latest Nielsen data on radio's rebound.
For more insights from Katz Radio Group, visit our Insights Hub.