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?
リスニング行動 VS広告予算
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.
好調なエンゲージメントの結果、広告主は2020年にラジオに20億ノルウェークローネ（総額）を費やした。そして、一部の消費活動が正常に戻るにつれ、広告主がラジオを価値あるメディアタイプとして見続けているため、この傾向は2021年を通して続いている。
家電製品、食料品、情報・サービス、医薬品・健康、自動車・カー用品など、消費者の日常生活に利便性と必需品を提供する商品の広告費が上位を占めた。
デジタルファースト戦略
Many companies are learning from advertisers in シンガポール, 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.
夏の間、ノルウェーの人々は、夏の滞在先に行くときでさえ、毎日のチューニングの習慣を続けている。自宅のオフィスや夏の滞在先でのリスニングも、今後も続くだろう。ラジオはこれからも続く。
