Radio in Norway has maintained strong listenership throughout the pandemic, continuing to be a powerful way to reach all demographicsโeven 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?
PERILAKU MENDENGARKAN VS BELANJA IKLAN
Radio has been a comfortable companion throughout the COVID-19 pandemic, and as a result, has improved listenersโ 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.
Sebagai hasil dari keterlibatan yang kuat, pengiklan menghabiskan 2 miliar Krone Norwegia (bruto) di radio pada tahun 2020. Dan seiring dengan kembalinya aktivitas konsumen ke kondisi normal, tren ini terus berlanjut sepanjang tahun 2021, karena pengiklan terus memandang radio sebagai jenis media yang berharga.
Barang-barang elektronik, bahan makanan, informasi dan layanan, obat-obatan dan kesehatan serta peralatan mobil dan mobil, yang memberikan kenyamanan dan kebutuhan pokok dalam kehidupan sehari-hari konsumen, menduduki peringkat teratas dalam hal belanja iklan.
STRATEGI YANG MENGUTAMAKAN DIGITAL
Many companies are learning from advertisers in Singapura, 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.
Selama musim panas, orang Norwegia melanjutkan kebiasaan mendengarkan setiap hari, bahkan ketika mereka bepergian ke tempat tinggal musim panas. Mendengarkan radio di rumah atau di tempat tinggal musim panas selama staycation juga akan terus dilakukan. Radio akan tetap ada.
