{"id":6536,"date":"2025-05-23T13:32:27","date_gmt":"2025-05-23T03:32:27","guid":{"rendered":"https:\/\/bprworld.com\/?p=6536"},"modified":"2025-12-04T17:08:00","modified_gmt":"2025-12-04T06:08:00","slug":"radio-ad-influenced-consumers-are-more-valuable-to-brands","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/radio-ad-influenced-consumers-are-more-valuable-to-brands\/","title":{"rendered":"Radio-Ad Influenced Consumers Are More Valuable To Brands"},"content":{"rendered":"

How do you get someone to bet on sports, consider buying a car, or invest in a new mattress? It turns out the best answer in all three cases is\u2026 buy a radio ad. In an analysis of the latest Nielsen Scarborough data, Katz Radio Group says the numbers show that radio outperforms other media in several key consumer categories resulting in U.S. adults taking an action after they are exposed to the radio spot.<\/p>\n

Overall, Katz says the data shows two-thirds of consumers say they have\u00a0taken action as a result of an ad in the past three months. And one in four of those consumers report having taken an action based on radio ads.<\/p>\n

Nielsen Scarborough doesn\u2019t offer granular intel on what that action is, but it is typically doing things like recommending a product to others, posting or following on social media, visiting a website, going to a retail location, or actually making a purchase.<\/p>\n

\u201cWhile we do not know which advertisers\u2019 messaging they responded to, we do know that these radio-influenced consumers are highly engaged across categories, making them advantageous to brands\u2014and more valuable than ad-influenced adults in general,\u201d says Katz in a blog post<\/a>\u00a0detailing its findings. \u201cRadio-influenced consumers are more likely to be spending money on sports betting, vacations, cars, movies, and retail than the average adult, and even more than other ad-influenced adults,\u201d it says.<\/p>\n

Sports betting companies have invested tens of millions of dollars in audio ads during the past several years as they have seen a commercial during a radio show parlay into more betting action on their apps. The Nielsen Scarborough data reveals that sports betting is one of the categories where radio scores the best. After someone hears an ad on radio, they are 68% more likely than the average adult to engage in sports betting compared to the average ad-influenced consumer who may have consumed the ad on other media, including television, print, and outdoor.<\/p>\n

The story is similar for luxury car buying, where radio delivers a 15-point advantage over other media. Radio does 11% better for motivating people into action regarding a compact car, and does even better for electric vehicles, as people who hear a radio ad for an EV are 117% more likely to take action compared to those who didn\u2019t hear the commercial.<\/p>\n

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 <\/p>\n

The Katz analysis shows similar advantages for radio on other activities, including going to see a movie on its opening weekend, buying fine jewelry, or planning a theme park vacation. In each case, radio ad exposure drives greater consideration that media overall. Katz concludes that makes radio listeners among the most profitable targets for brands. \u201cWith its mass reach and influence among consumers, radio ads have the potential to impact millions of brand decisions every day,\u201d it says.<\/p>\n

 <\/p>\n

First published by insideaudiomarketing.com<\/em>. Read original here<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

How do you get someone to bet on sports, consider buying a car, or invest […]<\/p>\n","protected":false},"author":3,"featured_media":6978,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6536","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2025\/05\/pexels-evonics-1058276-scaled.jpg?fit=2560%2C1440","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/6536","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=6536"}],"version-history":[{"count":1,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/6536\/revisions"}],"predecessor-version":[{"id":6545,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/6536\/revisions\/6545"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/6978"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=6536"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=6536"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=6536"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}