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?
收听行为与广告支出
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.
由于参与度高，2020年广告商在广播上的花费达到20亿挪威克朗（毛额）。随着一些消费活动恢复正常，这一趋势在整个2021年都将持续，因为广告商继续将广播视为一种有价值的媒体类型。
电子产品、食品杂货、信息和服务、药品和保健品以及汽车和汽车设备，这些为消费者日常生活提供便利和必需品的产品在广告支出排行榜上名列前茅。
数字优先战略
Many companies are learning from advertisers in 新加坡, 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.
在夏季，挪威人继续保持每天收听的习惯，即使他们前往夏季居住地也是如此。在家庭办公室或暑期居住地度假期间收听广播的习惯也很可能会保持下去。广播将继续存在。
