2018 Preview: A Tuned-in Audience, Trending Formats, Top Market Reach
Despite the mass amount of media choices today, it all comes down to loyalty. Turns out that radio listeners in particular love to play favorites. Nielsen’s Q2 2017 Total Audience Report reveals that Americans spend 58% of all radio listening with their favorite station and tuning into that station is not just a habit, but a ritual. Whoever you may be trying to reach, be it sports fans or decision makers, reach your customers where they engage the most. Here are three environments that will put the power of audio to work for your brand goals in 2018.
Audience Engagement in Overdrive
A large national audience? Check. Intense engagement? Check. A booming 18-34 audience? Check. These fans consume nearly 10 hours per week of content across all media channels and are known for trying, supporting, and recommending sponsors. These events have even toppled the NFL in millennial viewership. Yes, we’re talking about NASCAR, and there’s nothing quite like it.
A revamped race schedule and a new generation of hungry drivers are setting the stage for what will surely be an action-packed 2018 season. Only AdLarge has your access to all U.S. motor racing audio content – that’s every single race – from the Motor Racing Network (MRN) and Performance Racing Network (PRN). Custom-built campaigns and season-long sponsorships get your message heard loud and clear by millions of NASCAR fans already primed to buy.
But MRN and PRN offer more than just live flag-to-flag coverage. Their lineup of year-round programming, as well as online and social extensions, keep your brand top of mind well after the checkered flag drops.
A Trusted Voice
News/talk made headlines as the leading format of 2017, and it’s no wonder why – from international affairs to natural disasters – the biggest stories of the year had Americans across the country turning to their trusted radio station to stay informed. Despite the rise of claims of “fake news,” traditional news outlets have held the public’s trust. Kantar’s global Trust in News study shows that radio, at 62%, is a leading trusted source for news, not far behind print (72%) and TV (67%).
The latest numbers from Nielsen, which reflect the PPM surveys from January to November, put news/talk ahead of No. 2 AC with a more than two-share lead, a trend we don’t see slowing for 2018. With mid-term elections looming, news/talk’s trajectory may also draw in more civic-minded millennials. In 2016 share jumped among A18-34 when compared to the same month four years ago.
News/Talk delivers a quality audience of educated professionals who want to stay in the know, whether it’s about local news, finance, politics, and more. Our ALM News/Talk network delivers top markets and strong US coverage, with a dedicated non-controversial talk environment available as well. This Monday-Friday network features ROS inventory across high-profile stations with low duplication against other news networks.
They’re hard working, they’re making household purchasing decisions, and they’re on the go. They’re women – who are fast becoming America’s power consumers. A 2017 study from Alan Burns and Associates shows just how crucial radio is for many women – with over three-quarters referring to their favorite station as “their best friend”.
So how do you reach these coveted consumers who are tuning in to their favorite station day after day effectively and efficiently? Comprised of 70% AC, Country, and CHR stations, Women In Network (WIN) delivers the sought-after female audience across some of the most listened to music formats in 2017. With a 56% female skew, this powerhouse network provides brands with coverage on top radio stations across the country with excellent delivery in the Top 10, Top 25, and Top 50 markets.
In addition to female-driven formats, we’re focused on bringing more female voices to the airwaves with original programming. Launched in 2017, The Serene & Pearl Show is five hours of lively banter about life, relationships, family, health, and more. Along with co-host Danny, sisters Serene and Pearl are connecting with women all across America in an environment that is fun, intimate, and most importantly, brand-friendly. Advertisers can get in on the ground floor with integrated packages that tap into their robust lifestyle brand, which includes retail, three best-selling books, a weekly podcast, and a huge social following.
#AskAdLarge to find out what else 2018 has in store for your brand.
Sources: Nielsen’s Q2 2017 Total Audience Report. NASCAR Fan Engagement Tracker. Toluna, 2015. Repucom (now Nielsen) on behalf of WME-IMG (results published in SBJ). The Nielsen Company (Live + Same Day data stream). Nielsen data 2016-2017. "Trust in News", Kantar, 2017. “What Women Want 2017”, Alan Burns and Associates and Strategic Solutions Research.