Nymrad Blog

12/2/2017 Radio - IT'S EVERYWHERE

One of best reasons that Radio consistently delivers for its advertisers is its ability to reach consumers wherever they are.  Radio’s portability allows New Yorkers to listen at home and away, and often at the moment that they are making important purchasing decisions.
 
Radio’s advertisers benefit regardless of where their message is heard.
 
·         At Home Listening:  An advertising message reaches a captive audience when its listeners hear that message at home.   The Radio is turned on and stays on and is heard for long periods of time.   A great way to get results is to deliver your message first thing in the morning and at the end of the day.
·         At Work Listening: What better location to reach a consumer than in the workplace as they plan their lunchtime errands and their after-work shopping and dining?  The Radio is often on all day long at the office.  Talk about a way to build frequency!
·         In Car Listening: Reaching consumers just before the point of purchase as they listen in their cars remains one of Radio’s greatest strengths.  Radio can deliver the last advertising message heard before they enter the store. Selling cars? Selling tires?  What better time to reach your prospective customers than while they are actually driving?   Isn’t a car just a Radio with four wheels?
 
In New York, almost 58% of the Radio listening is done away from home.  But look how that number varies by age, ethnicity and gender.
 
Chart A—New York Listening Location AQH Composition By Demographic

Arbitron, New York Metro, January 2009
through December 2009 (12-month average)
·         The majority of teen Radio listening is done at home (55.2%).  That’s in sharp contrast to adult listening.  Among Adults 18-34, 25-54 and 35-64, at-home listening accounts for only about a third of their Radio usage.   As the audience ages, the at-home audience increases, with nearly half of Persons 50+ listening occurring at home.
·         Among ethnic groups, the Hispanic population spends most of its time listening to Radio away from home, with almost 62% of its listening occurring somewhere outside of where they live. Listening by African-Americans and Others is more balanced between listening locations.
·         There even is a significant difference between male and female listening by location.  Far more female listening occurs at home (45.8% ) compared to male at-home listening (only 38.5%).
 
Listening location in New York also varies based on the time of day.
Chart  B—New York Listening Location AQH Composition By Daypart

Arbitron, New York Metro, January 2009
through December 2009 (12-month average)

 
·         At-home listening peaks in the mornings, as consumers begin their day by turning on their Radios. 
·         In middays and afternoon drive, listening shifts to out of home (in the office and in the car).
·         As consumers return home in the evening, at-home listening increases.
·         Listening location on the weekends is split almost evenly between home and away.
 
You may have noticed that in a PPM world, Arbitron no longer tells us specifically where a radio station’s away-from-home listening is occurring.  We’re only given a total away-from-home estimate.  Just because you can no longer quantify that listening is in car and in office certainly does not mean that it no longer exists. 
 
Ask your Radio representative to give you a listening location breakout for their station.  Consider tailoring your message to appeal specifically to the in-car listener in the afternoon, or the at-home listener in the morning.  The more you know about where your prospective customers are when they hear your commercial, the more effective your campaign will be.

12/2/2017 Radio's Immediacy Serves Up 'Reminders' for Ben & Jerry's

"Radio is immediate, and, with our product, every minute of every summer day is a good time to remind people how good Ben & Jerry's ice cream is." That's one of the reasons Radio was the ideal medium when Ben & Jerry's decided to launch a summer ad campaign targeting 18-34-year-olds with a dual message, according to Bob Ellis, director of client service at Black Rocket Euro RSCG, B&J's San Francisco-based agency.
In addition to immediacy, Ellis says, "Radio has broad reach and affordable, targeted frequency versus other local media." The medium also enables Ben & Jerry's to remind young listeners that "we're as devoted to their community as we are committed to making the best ice cream. We're hitting on both cylinders, so, naturally, drivetime Radio made a whole lot of sense."

"Research," he continues, "shows that this group [18-34] is a frequent purchaser of premium ice cream products, yet has little brand loyalty. This seemed like an opportunity for us to try to bring them into our core with some new flavors that skew slightly younger such as Kaberry Kaboom with Pop Rocks and Concession Obsession."
In order to transmit this double-sided message in a way listeners could relate, Black Rocket created the "freezer fairies", characters that probably would not have worked in any other medium. "The freezer fairies," explains Ellis, "are mysterious and magic. Fact is, there is a freezer fairy in all of us, so Radio is the most democratic medium in the sense that it can empower us all. A visual medium would provide a more tangible and, thus, limiting, frame of reference. Radio gives us the best opportunity to introduce the freezer fairies, establish local relevance and tie in local retail locations as well as local community service projects."
Results for the campaign will be measured, rationally, by traffic in scoop shops and sales at participating retailers; an emotional measurement will be the freezer fairies' ability to increase "random acts of kindness." The latter seems already to be happening. "If the number of letters we've received nominating nice people to be ‘deputy freezer fairies' is any indication," says Ellis, "the campaign is a hit in local communities." The Radio advertising, which began Memorial Day and runs through Labor Day, is airing in several major markets, including New York, on stations that target the 18-34 demo. "