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44% of the U.S. population has listened to a podcast, which has quadrupled from 11% in 2006.  According to the 2018 Infinite Dial by Edison Research and Triton Digital, podcasting remained an emerging source of entertainment and information with 73 million Americans listening to a podcast every month, 48 million Americans listening weekly, and the average listener taking in 7 podcasts per week. 
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At a recent MediaPost conference, one of the panelists responded to a question posed to him by stating that we have left the “exposure age” and we are now in the “age of outcome.”  He further expressed his opinion that marketers, agencies and all media must continue to evolve to measure outcome in robust, transparent, statistically significant ways. 
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Author:  Pat Walsh, President & Chief Operating Officer, Emmis Communications
Falling In Love with RADIO
When our team at Emmis sits down to talk about what sets radio apart for our advertising clients, the discussion always leads back to the power of connection.  Radio’s connection is an intensely personal relationship with personalities and content that has become a central part of the lives of nearly every American.  The fact that this powerful connection comes in the form of an entertaining and ever expanding LOCAL content portfolio that includes broadcast audio content, events that excite and engage, and digital content that combines the power of audio, video and social, makes radio a truly special partner to the advertising community. 
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The Big Game Brought Big Sound
It’s one of the single biggest sporting events of the year and it has massive television viewership, making it a launchpad opportunity for marketers to reveal their creative messaging.  It also has a massive following on radio with 23.2MM people tuning in to hear the play-by-play action via the Westwood One Super Bowl broadcast.  The brands that realized the opportunity for their marketing efforts were all a part of the fifth annual Westwood One Sound Awards that celebrate creative excellence and highlight the power of sonic branding.
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On-air in Chicago

“Radio is the most important thing we use on the media side because it touches so many people.”  Ed Wehmer, Founder, President & CEO, Wintrust Financial Corp.

“It’s personal, it’s daily & we can tell our story in an evolving way on radio.  That’s hard to do in other media.” Diana Sikes, Senior Vice President, Art Van Furniture.
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Sources

The Podcast Boom:  Infinite Dial, 2018; Borrell Benchmarking Survey of Local Radio Station Online Revenue; iHeartRadio podcasting; Cadence13, 2018; Cumulus, 2018; ANA Media Conference, 2018

Data Stories: MediaPost Forecast 2018+2023; Veritone, 2018; Dial Report, 2018; Analytic Owl, 2018; Nielsen ROI Studies, 2014-2017; Veritonic Audio Index, 2018; USA Touchpoints, RAB Radio Drives Search, 2017; IAB Data & Programmatic Councils, 2018

Fun Facts:  Nielsen Comparable Metrics Report, Q2 2017; Edison Research, “Share of Ear,” Q2 2017, Person’s 18+(Westwood One Blog Post:  A 20% reallocation of a TV/digital plan to AM/FM radio results in a 22% lift in incremental reach.); The Media Audit, National Report 2016-2017, Media Day Analysis, A18+; Katz Media Group Our Media Survey, 2017

Creative Corner:  23.2M people tuned in to the Westwood One Super Bowl broadcast based on the latest three-year average 2016-2018 GfK Custom Research; Veritonic, 2018; Westwood One Sports, 2018

Shout Out:  Illinois State Broadcast Association; Radio Broadcasters of Chicagoland (RBC)
Copyright © 2018 Radio Advertising Bureau, All rights reserved.

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