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?
청취 행동 대 광고 지출
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.
강력한 참여의 결과, 광고주들은 2020년에 라디오에 20억 노르웨이 크로네(총액)를 지출했습니다. 그리고 일부 소비자 활동이 정상으로 돌아오면서 광고주들이 라디오를 계속해서 가치 있는 미디어 유형으로 간주함에 따라 이러한 추세는 2021년에도 계속되고 있습니다.
소비자의 일상 생활에 편리함과 필수품을 제공하는 전자제품, 식료품, 정보 및 서비스, 의약품 및 건강, 자동차 및 자동차 장비가 광고 지출 상위권을 차지했습니다.
디지털 우선 전략
Many companies are learning from advertisers in 싱가포르, 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.
노르웨이 사람들은 여름에 여름 거주지로 여행을 떠날 때에도 일상적인 음악 감상 습관을 이어갑니다. 스테이케이션 기간 동안 집이나 서머 레지던시에서도 라디오 청취는 계속될 것입니다. 라디오는 여기 있습니다.
