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%.
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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 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.
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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.
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, which illustrated how holiday music and other themes, boosted ad effectiveness for radio advertisers.