--- title: Katz Radio Group Sound Answers Release 78 description: Katz Radio Group is updating the marketplace regularly with new insights on America's perceptions and behaviors toward audio, communities, and brands. image: https://insights.katzradiogroup.com/hubfs/jewelry-featured-image.jpg --- [![KRG-Logo-White-1](https://insights.katzradiogroup.com/hubfs/KRG-Logo-White-1.svg "KRG-Logo-White-1")](https://katzradiogroup.com/) - [About KRG](https://katzradiogroup.com/about-us) - [Our Culture](https://katzradiogroup.com/our-culture) - Our Companies - [Alliance Audio Networks](https://katzradiogroup.com/alliance) - [Audacy](https://katzradiogroup.com/our-companies/audacy) - [Christal Radio](https://katzradiogroup.com/our-companies/christal-radio) - [Eastman Radio](https://katzradiogroup.com/our-companies/eastman-radio) - [Katz Radio](https://katzradiogroup.com/our-companies/katz-radio) - [Katz Digital Audio](https://katzdigital.com/?__hstc=35808767.200993d2212d2534581fce605877360a.1661782191666.1661782191666.1661785502334.2&__hssc=35808767.1.1661785502334&__hsfp=3339184355) - [Katz Multicultural](https://katzmulticultural.com/?__hstc=35808767.200993d2212d2534581fce605877360a.1661782191666.1661782191666.1661785502334.2&__hssc=35808767.1.1661785502334&__hsfp=3339184355) - [Katz Partnerships](https://katzradiogroup.com/our-companies/krg-partnerships) - [- Katz Agricultural Marketing](https://katzradiogroup.com/katz-agricultural-marketing) - [- Katz Sports Marketing](https://katzradiogroup.com/sports) - [Insights](https://insights.katzradiogroup.com/) - [Careers](https://katzradiogroup.com/careers) - [Press](https://katzmedia.com/pressroom/company/katz-radio-group?__hstc=35808767.c71eed30486d5d69e0f915f2b50573dc.1672328506450.1673540405517.1674574731424.6&__hssc=35808767.3.1674574731424&__hsfp=2327326860) - [Contact Us](https://katzradiogroup.com/contact-us) [\< Back to Insights](https://insights.katzradiogroup.com/) [Sound Answers](https://insights.katzradiogroup.com/tag/sound-answers) # Jewelry Retailer Case Study • Black American Consumers • Effective Audio Ads February 23, 2023 ![](https://insights.katzradiogroup.com/hubfs/jewelry-featured-image.jpg) ![Featured Image](https://insights.katzradiogroup.com/hubfs/jewelry-featured-image.jpg) [\< Back to Insights](https://insights.katzradiogroup.com/) # Jewelry Retailer Case Study • Black American Consumers • Effective Audio Ads by Katz Radio Group • February 23, 2023 ### Radio Ads Increase Awareness & Consideration for Jewelry Retailers **FINDINGS FROM NEW KATZ CASE STUDY** As discovered in Katz's previous analysis tracking ad incidence data, jewelry retailers have a love affair with radio. 71% of jewelers relied on radio to get their Valentine's Day messaging out this year, with 58% using radio alone (no television). But what happened after the spots aired? How did love-struck listeners respond to these Valentine's Day campaigns? Katz's latest case study finds that radio proved to be an ideal platform for jewelry retailers to reach receptive and responsive consumers with Valentine's Day timed messaging.  **JEWELRY STORE ADS SPARK LISTENER RESPONSE** Katz conducted studies around two radio campaigns for different jewelry retailers running in key markets during the weeks leading into Valentine's Day. The study found that both brands' investments in radio successfully impacted awareness of the retailers and the likelihood of consumers shopping there in the future. Aided brand awareness increased an average **+25%** among those who heard the campaigns, and brand consideration grew an average **+38%**.    *Chart is interactive; click to toggle and enlarge.*   It should be no surprise that radio advertising helped improve brand metrics for both retailers. **8 in 10** jewelry buyers reported being receptive to radio ads, believing it is smart for jewelry stores to use radio advertising to communicate with potential customers. With the majority of jewelry retailers investing in radio, it's good to know that love is not a one-way street when it comes to Valentine's Day campaigns. This new case study confirms that consumers are receptive to radio ads and the ads positively impact brand consideration. ---   ### Tap Into the Power of the Black American Consumer with Radio **FINDINGS FROM NEW KATZ MULTICULTURAL INSIGHT** Katz Multicultural's recent deep dive [report](https://insights.katzradiogroup.com/the-black-american-consumer-opportunity-feb-2023-1) showcases how the Black American consumer group influences our economy, why advertisers and brands must engage with them, and why radio is the media of choice to do so. **GROWING POPULATION & SOARING BUYING POWER** At 47.2 million people, Black Americans make up 14.2% of the total U.S. population, a number that has increased +19.2% since 2005. Census data also finds that Black Americans are fueling the population growth in many markets across the U.S., with the biggest increases in the Mountain, New England, and West North Central divisions, while White populations are experiencing declines across all regions.  Black American buying power has increased +61% since 2010, with an estimated growth to $1.98 trillion by 2025. Black Americans are seeing strong gains in key socioeconomic categories, including higher education, household income, and home ownership. They are also making significant contributions to an active economy - more likely than the average consumer to make or plan major purchases, such as new homes, vehicles, and travel.   **ENGAGING THE BLACK AMERICAN CONSUMER** Black Americans are avid media consumers, giving advertisers many opportunities to connect with them. Data shows that no medium engages this life-group as well as AM/FM radio. More Black Americans consume radio than any other measured medium, including smartphone (app/web) and television; and they spend significant time with it daily. Radio is valued medium within the Black community - deemed more useful, trustworthy, informative, enjoyable, and relaxing among Black Americans than the average consumer. *Click gray circle to enlarge chart.*   Radio offers great opportunities for advertisers to connect with valuable prospects in the growing Black American marketplace, delivering consumers who are active buyers and financially optimistic. Those advertisers that choose to engage with the Black American population on radio stand to gain exposure, grow market share, and cultivate value, trust, and loyalty within this untapped market. [Get the full report from Katz Multicultural.](https://info.katzmedia.com/the-black-american-consumer-influence-feb-2023-1) ---   ### What Makes an Effective Radio Ad? **HIGHLIGHTS FROM AUDACY'S "FAB FOUR" ELEMENTS OF WINNING AUDIO ADS** A new report from Audacy and Veritonic, *Sound Creative: How to Build Winning Audio Ads*, explores some simple elements that can help turbocharge audio ads. The findings are the culmination of testing 100+ radio and podcast ads, and surveying 300+ consumers to find what creative elements work best to drive ad recall, purchase intent, and other brand perceptions. Two major highlights from this study illustrate how both sonic branding and music can help drive effectiveness for radio ads.  **SONIC BRANDING IS THE BIGGEST BRAND BOOSTER** Sonic branding is the most effective way for marketers to boost brand recall and purchase intent. Sonic branding can take the form of an **audio logo**, serving a quick sonic representation of the brand, a **tagline**, or it can take it all a step further into **"sonic DNA,"** which is audio that resonates with consumers on a deeper emotional level. Used consistently, sonic logos can boost key brand metrics and brand perceptions.   **MUSIC HELPS FINE TUNE AD EFFECTIVENESS** Just as music is a big draw for radio listeners, it is also an effective way for brands to grab listeners' attention in ads. Music is part of a brand's personality and is what helps connect with its target audiences. It boosts memorability and fuels brand recall and purchase intent. These findings align with an earlier Katz [study](https://insights.katzradiogroup.com/en-us/sound-answers-75), which illustrated how holiday music and other themes, boosted ad effectiveness for radio advertisers.    [Click here for more findings from Audacy.](https://audacyinc.com/sound-creative/)   [\< Back to Insights](https://insights.katzradiogroup.com/) ![](https://insights.katzradiogroup.com/hubfs/katz-media-radio-2022/Group%2054.svg) ## More Radio Insights ## [Reach Consumers on the Road with Radio](https://insights.katzradiogroup.com/radio-insight-may21) May 2021 ## [Radio is Your Ticket to the Super Bowl](https://insights.katzradiogroup.com/radio-insight-feb22) February 2022 ## [Radio Fuels the D2C Pipeline](https://insights.katzradiogroup.com/radio-insight-apr22) April 2022 Featured Insights - [Radio Ads Put Consumers in Motion](https://insights.katzradiogroup.com/katz-radio-group-sound-answers-131-radio-ads-put-consumers-in-motion) - [When the Storm Hits, Radio Keeps Communities Connected](https://insights.katzradiogroup.com/katz-radio-group-sound-answers-130-radios-role-in-emergency) - [Holiday Magic Is Already in the Air - and on the Air](https://insights.katzradiogroup.com/katz-radio-group-sound-answers-130-holiday-magic-is-already-in-the-air) - [From Kickoff to Clicks: Radio Scores Big with Web Traffic](https://insights.katzradiogroup.com/from-kickoff-to-clicks-radio-scores-big-with-werb-traffic) - [The Road Ahead Still Sounds Like Radio](https://insights.katzradiogroup.com/katz-radio-group-sound-answers-129-the-road-ahead-still-sounds-like-radio) ## The latest Insights from Katz Directly to Your Inbox [![SIGN UP NOW](https://no-cache.hubspot.com/cta/default/4962667/131bf4de-93eb-46a6-a824-2653c840ebef.png)](https://cta-redirect.hubspot.com/cta/redirect/4962667/131bf4de-93eb-46a6-a824-2653c840ebef) ![girl Image](https://insights.katzradiogroup.com/hubfs/pexels-photo-813940%20copy%201%20(1).png) Find out what ![Frame](https://insights.katzradiogroup.com/hubfs/Frame.png) can do for your business VISIT THE WEBSITE ## The Katz Audio ABCs Initiative Marketing Analytics for the Audio Renaissance AUDIO ABCS FOLLOW KATZ ON LINKEDIN ![linkedin icon](https://insights.katzradiogroup.com/hubfs/katz-media-radio-2022/Group%20(2).svg) ## Receive the Latest Insights from Katz Radio Group Directly to Your Inbox [![SIGN UP NOW](https://no-cache.hubspot.com/cta/default/4962667/8ff33686-8ffc-467c-92d0-1a9475f31700.png)](https://cta-redirect.hubspot.com/cta/redirect/4962667/8ff33686-8ffc-467c-92d0-1a9475f31700) ![girl Image](https://insights.katzradiogroup.com/hubfs/Screen%20Shot%202022-12-06%20at%203.33.18%20PM.png) Explore More Insights at the [Katz Media Group Insights Hub](https://katzmedia.com/insights) - 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