Radio Listeners Consistently Over-Index on Consumer Activity
Advertising is everywhere, but the real value of advertising is what happens next: Does it move consumers closer to action? Katz analyzed the latest Nielsen Scarborough data to understand the activities consumers plan to pursue over the next 12 months and how those consumers index among people influenced by radio advertising compared with those influenced by advertising in general.
RADIO REACHES CONSUMERS READY TO ACT
Consumers influenced by radio advertising are notably active across a range of high-value categories. In fact, they index higher than consumers influenced by advertising overall across key large purchases including entertainment, automotive, home improvement and sports betting.
The difference is especially pronounced for experiences and major purchases. Radio ad-influenced consumers index 218 for planning to visit an indoor water park, compared with 131 among consumers influenced by advertising overall, a +87-point Radio Advantage.
Sports betting also shows a substantial difference, with radio ad-influenced consumers indexing 195, compared with 117 for consumers influenced by advertising overall, a +78-point advantage.
And the pattern extends to significant purchase decisions. Radio ad-influenced consumers index 134 for planning to buy a motorcycle, 148 for planning to get a luxury vehicle, and 126 for planning to replace garage doors, all substantially higher than consumers influenced by advertising overall.
REACHING CONSUMERS BEFORE THEY ACT
For marketers, that means radio can do more than deliver broad awareness. Its audience includes consumers who are actively planning what comes next. From experiences and entertainment to major purchases and home projects.
With its combination of scale and ability to connect with consumers throughout their daily lives, radio gives brands an opportunity to reach people before they act, while they're considering what's next.
Radio doesn't just reach consumers. It reaches consumers with plans.
