Radio-Ad Influenced Consumers are More Valuable to Brands
KATZ ANALYSIS OF NIELSEN SCARBOROUGH DATA
Advertising is everywhere. We encounter ads in things we choose to listen to (radio, audio streams, and podcasts), view (TV, video streams, social media, and websites), read (newspapers, magazines, newsletters, emails, and regular mail), and wherever we go (billboards, digital video displays, and stadiums or arenas). But what happens after consumers are exposed to ads – and how does radio stack up? Katz analyzed the latest Nielsen Scarborough data on the measured advertising types listed above and the consumers who take action as a result of them.
RADIO ADS MOTIVATE MOST VALUABLE CONSUMER TARGETS
Two-thirds of consumers say they have taken action as a result of an ad in the past 3 months. 1 in 4 of those consumers report having taken an action based on radio ads, in particular. Such actions can be recommending something to others, posting or following on social media, visiting a website, going to a retail location, or actually making a purchase. While we do not know which advertisers' messaging they responded to, we do know that these radio-influenced consumers are highly engaged across categories, making them advantageous to brands – and more valuable than ad-influenced adults in general. Radio-influenced consumers are more likely to be spending money on sports betting, vacations, cars, movies, and retail than the average adult, and even more than other ad-influenced adults.
Click gray circle to enlarge chart.
Radio ad-influenced consumers are 68% more likely than the average adult to engage in sports betting, coming in +56 points higher than the average ad-influenced consumer. They are more likely to be in the market for a luxury vehicle than the average adult as well (+19%), while the general ad-influenced consumer is only +4% more likely, a difference of +15 points in radio's favor. And when it comes to retail, radio ad-influenced consumers are +15% more likely to buy a game console than the average adult, while the general ad-influenced consumer actually under-indexes by -2%.
Similar patterns hold true for other spending categories, where radio ad-influenced consumers lead by double-digit margins ahead of the average adult and other ad-influenced adults as well, making radio listeners among the most profitable targets for brands. With its mass reach and influence among consumers, radio ads have the potential to impact millions of brand decisions every day.
