RADIO MAXIMIZES IN-CAR MESSAGING OPPORTUNITIES FOR BRANDS
Radio is a valuable asset for brands looking to reach consumers on the go, where and when messaging is most relevant and actionable. According to a Hubbard Radio analysis of Edison Research's new Share of Ear data for Q4'21, 6 out of every 10 minutes spent listening to audio in a car is to AM/FM Radio. Radio captures nearly 4x more listening time than its nearest competitor, SiriusXM, and upwards of 5x more than streaming audio and podcasts. Narrowed down to ad-supported audio sources, those platforms available for brands to advertise on, radio's share of listening jumps to 90%, truly dominating in-car messaging opportunities.
Chart is interactive; click gray circle to enlarge and toggle.
IN-CAR CONTENT IS RIGHT UP RADIO'S ALLEY
99% of audio content listened to in-car is readily available on AM/FM stations (the other 1% comes from audiobooks). Consumers in the car are primarily looking for entertainment, up-to-date news, traffic, weather, and events relevant to their locales. The only way brands can capitalize on these in-car audiences and influence purchase behaviors is to have a presence in ad-supported audio - and the best way to do so is on AM/FM Radio.
Click gray circle to enlarge chart.
Radio connects brands with attentive and captive audiences by effectively owning the in-car audio space. By choosing to advertise on AM/FM Radio, both OTA or streaming, brands are maximizing their "last mile" messaging opportunities and engaging on-the-go target consumers.
RADIO AUDIENCES MORE OPEN TO ADS THAN OTHER MEDIA CONSUMERS
To the chagrin of marketers, consumers have many tricks to dodge advertisements - blocking, skipping, tuning out, looking away, throwing away, and countless other options to actively avoid ads. A recent insight from Cumulus Media | Westwood One Audio Active Group explores the attention span and ad tolerance of media consumers. The group partnered with Signal Hill Insights and MARU/Matchbox in October 2021 to conduct a national survey of over 1,000 consumers to find out what happens when they encounter ads across a wide variety of media platforms.
The study finds that AM/FM Radio delivers audiences that are the most engaged and open to advertising than any other media. Both over-the-air and streaming radio stations outperformed all other measured media in ad "stickiness," with under 20% of consumers reporting regularly tuning out or away during radio ads. In fact, 35% of consumers reported never, or infrequently tuning out OTA radio ads.
Click gray circle to enlarge chart.
On the other end of the spectrum, nearly half (46%) of consumers reported always actively avoiding online pop-up ads, and more than one-third dodge other digital ads, such as banner ads, and ads encountered on social media and online videos. Whereas the TV audience has shown ad tolerance on par with AM/FM Radio, Westwood One's study found that brand messaging is most likely being ignored on digital screens.
Impressions should impress! Just because an ad is served does not guarantee it will be noticed or received by the intended target. Westwood One's study proves that radio ad impressions are above "if a tree falls in the woods" wonder. If an ad is placed on AM/FM radio - OTA or streaming - it will be heard by consumers.
For more information from CUMULUS | Westwood One Audio Active Group.
Consumer behaviors have experienced an accelerated shift over the past few years, expanding their use of ecommerce and adapting to hybrid work-from-home models. Customer experience and design company, WD Partners, surveyed thousands of consumers to explore their new and evolving consumer behaviors to see what it means for the future of retail in their "Retail Supernova" report.
CONSUMERS GET LOCAL
During the pandemic, people were encouraged, and at many times forced, to truly live locally - confined to their homes and immediate neighborhoods. They explored stores in their areas, driven by a desire to locate scarce supplies, and an eagerness to support local businesses. Neighborhood spots became part of their daily routines. Working from home added to the local push, as 65% of respondents said they were required to shift to a WFH model during the pandemic.
Will this local boost continue? WD Partners' report finds that signs are pointing to "yes." All respondents have stated that they will continue to work from home to some degree in the future, meaning they will be maintaining a more local presence than pre-pandemic. 88% also report wanting to shop local more often. That being said, 64% of respondents expect their primary form of shopping to be ecommerce. Modern retail is very much an omnichannel experience, and consumers have some evolving local wants for brick-and-mortars.
RETAILERS GET LOCAL
The report states that big brands will need ways to adapt to consumers' local preferences in the post-COVID world by "finding a place within the commercial landscape to co-exist within the neighborhood of the consumer." They must bring quality they are known for, reflect the local neighborhoods, and be present closer to consumers' homes - a short drive or walk away, instead of at a mall across town.
Click gray circle to enlarge chart.
Consumers are also looking for concepts to help fill their omnichannel shopping needs, including "Dark Stores," which serve as distribution and fulfillment centers for online shopping, and in-home services, which help bring retailers' assembly, installation and design offerings directly to consumers.
Consumers have endless options of where, how, and when to make purchases. Even as modern retail evolves into a more omnichannel experience, local stores will continue to play an important role in consumers' lives.
For more information from WD Partners.