For most Americans, audio is a key part of our day-to-day lives. In fact, AM/FM radio is so ubiquitous, it reaches almost 270 million of us each week. What’s more impressive is that when it comes to connecting with Hispanic consumers, no other medium has radio’s unparalleled reach among this demographic with increasing buying power. According to Nielsen’s 2017 State of Audio Ethnic Audiences Report, 98% of Hispanic adults tune in to radio weekly.
However, even with radio’s unmatched reach, some of today’s largest advertisers and fast-moving consumer goods (FMCG) companies have left the medium out of their media planning mixes for many years. In an effort to change that dynamic, the Nielsen Audio team embarked on a year-long advertiser outreach campaign to educate FMCG companies and big brands on the power of radio and its broad consumer reach.
During this year’s Radio Ink Hispanic Radio Conference, the Nielsen Audio team, including Brad Kelly, Managing Director, Rich Tunkel, SVP, and John Snyder, SVP, shared their insider perspective, reporting to conference attendees about just what the big brands really think. The response from these advertisers regarding radio’s ability to reach consumers and augment their media plans has been overwhelmingly positive. And it’s no coincidence that large brands who have been absent from radio for decades can once again be heard on the air.
Throughout the presentation, The Six Rs of Radio – Reach, Remind, Register, Reinforce, Relate, and Return, the audio team addressed how these six actions are what advertisers are seeking to help move the sales needle. For example, reach is critical for FMCG companies because it’s a direct driver of sales for large brands. In a study of nearly 500 advertising campaigns for FMCG companies, reach contributed 61% of sales growth. When it comes to return on advertising spend, radio delivers $8 on average for every dollar spend on advertising.
FMCG 기업과 더 효과적으로 소통하고 라디오와 소비자 사이에 존재하는 강력한 관계를 입증하고자 하는 방송사를 위해 이번 프레젠테이션의 5가지 주요 내용을 소개합니다:
- 라디오는 도달 범위가 넓은 매체로, 지리적, 인구통계학적, 인종적 정확성을 확보할 수 있는 잠재력을 가지고 있습니다.
- Radio delivers branding. With consumers on the go, retailers are able to use radio to tell them “where,” while brands tell them “what.”
- A key part of radio’s value is its ability to deliver recency and propinquity. Constant reminders mean a lot, and messaging consumers while in the car can be the “nudge” that gets them to buy.
- Radio is part of the media mix; it’s not radio “instead of” but rather radio “in addition to.”
- 물론 광고는 크리에이티브가 중요하다는 보편적인 광고 공리는 여전히 유효합니다.
With consumers’ purchasing and consumption habits constantly changing, it’s critical for FMCG companies and big brand advertisers to leverage a suite of media options to connect with their intended audiences. While some advertisers have rediscovered radio’s unmatched reach along with all of its other attributes, other are still searching for ways to deliver their message. Broadcasters have the opportunity to ensure that radio is a part of advertisers’ media mix by better understanding their needs in unlocking incremental sales opportunities.
