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?
COMPORTAMENTI DI ASCOLTO VS SPESA PUBBLICITARIA
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.
Grazie al forte coinvolgimento, nel 2020 gli inserzionisti hanno speso 2 miliardi di corone norvegesi (lorde) per la radio. Con il ritorno alla normalità dell'attività dei consumatori, questa tendenza è proseguita per tutto il 2021, in quanto gli inserzionisti continuano a considerare la radio come un media di valore.
I prodotti elettronici, i generi alimentari, l'informazione e i servizi, i farmaci e la salute, le automobili e le attrezzature per auto, che forniscono comodità e beni essenziali per la vita quotidiana dei consumatori, sono in cima alla classifica della spesa pubblicitaria.
UNA STRATEGIA DIGITAL FIRST
Many companies are learning from advertisers in Singapore, 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.
Durante l'estate, i norvegesi continuano a sintonizzarsi quotidianamente, anche quando si recano alle loro residenze estive. Anche l'ascolto a casa o nelle residenze estive durante le vacanze è destinato a rimanere. La radio è qui per restare.
