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?
COMPORTAMENTOS DE ESCUTA VERSUS GASTOS COM ANÚNCIOS
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.
Como resultado do forte engajamento, os anunciantes gastaram 2 bilhões de coroas norueguesas (brutas) em rádio em 2020. E como algumas atividades do consumidor voltam ao normal, essa tendência continuou ao longo de 2021, pois os anunciantes continuam a ver o rádio como um tipo de mídia valioso.
Produtos eletrônicos, mantimentos, informações e serviços, medicamentos e saúde e automóveis e equipamentos para automóveis, que proporcionam conveniência e são essenciais para a vida diária do consumidor, lideraram a tabela de gastos com publicidade.
UMA ESTRATÉGIA DIGITAL EM PRIMEIRO LUGAR
Many companies are learning from advertisers in Cingapura, 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 o verão, os noruegueses continuam com seus hábitos diários de sintonização, mesmo quando viajam para suas residências de verão. Ouvir no escritório em casa ou nas residências de verão durante as férias também deve permanecer. O rádio veio para ficar.
