Radio in Norway has maintained strong listenership throughout the pandemic, continuing to be a powerful way to reach all demographics—even when many people have spent more time at home during the past year. In fact, almost half of the 10-19 age group and the 20-29 age group in Norway are daily listeners. Now, well into 2021, and with communities opening up and our daily lives returning to normal, how can advertisers seize the opportunities?
HÖRVERHALTEN VS. WERBEAUSGABEN
Radio has been a comfortable companion throughout the COVID-19 pandemic, and as a result, has improved listeners’ mood throughout the day. Over eight-in-10 consumers in the U.S. claim to be listening to as much or more radio than they were before the pandemic. So did Norwegians, as Nielsen Radio Measurement found that 61% of the population 10 years+ tuned into radio for more than an hour (1.5 hour on average) in a day. This listenership remained strong as restrictions were lifted. Radio reached nearly 3 million Norwegians on a daily basis in June 2021, on par with the high in 2020.
Aufgrund des starken Engagements gaben die Werbetreibenden im Jahr 2020 2 Milliarden norwegische Kronen (brutto) für das Radio aus. Und da sich die Verbraucheraktivitäten teilweise wieder normalisieren, hat sich dieser Trend auch 2021 fortgesetzt, da die Werbetreibenden das Radio weiterhin als wertvollen Medientyp ansehen.
Elektronikartikel, Lebensmittel, Informationen und Dienstleistungen, Arzneimittel und Gesundheit sowie Autos und Autozubehör, die den Verbrauchern Annehmlichkeiten und wichtige Dinge des täglichen Lebens bieten, führten die Rangliste der Werbeausgaben an.
EINE "DIGITAL FIRST"-STRATEGIE
Many companies are learning from advertisers in Singapur, where advertisers are considering digital radio platforms as a way to better reach younger audiences. In Norway, with the rise of smart speakers and other connected devices, listeners now access their favourite stations beyond traditional means. DAB radios are still, and by far, amassing the largest listenership. That said, smartphones are reported as the most popular portable device to listen to radio on. Our Annual Survey supports this. Among those who listen to radio via smartphone, one-fourth listen on a daily basis, and 71% listen at least once a week. This provides a sound advertising opportunity. Away from the visual clutter, audio advertisers can extend reach, building brand awareness and engage listeners in an intimate, personal setting. Combining radio and digital advertising helps advertisers boost ad frequency and further influence interested audiences to take action.
Während des Sommers setzen die Norweger ihre täglichen Hörgewohnheiten fort, auch wenn sie zu ihren Sommerresidenzen reisen. Auch das Hören im Home Office oder in den Sommerresidenzen während des Urlaubs wird wahrscheinlich beibehalten. Das Radio ist hier, um zu bleiben.
