katz radio group audio receptivity - rab.com

AUDIO IS DOMINANT INDELIVERING & ENHANCING RECEPTIVITY

AUDIO AND RADIO INFLUENCERS DRIVELISTENER RECEPTIVITY & ENGAGEMENT

WORK-FROM-HOME MOMENTS AREINCREASING AUDIO LISTENING

“Radio is ‘comfort food’ asmedia consumption risesamid COVID-19 pandemic."

- Nielsen

AudioReceptivity

The Most Engaged MediumAudio is +14% more immersive,

inspiring more engagement andaction than cross-industry

standards. This makes audio theideal ad platform for delivering andenhancing receptivity. Engagementis a clear indicator that consumers

are not only receptive to what audiodelivers, but that listeners are also

acting based on what they hear.

When Paired with Influencers,Audio Ads Drive Consideration Radio has the added benefitof personality and celebrity inthe audio space. Radiopersonalities are more thanjust DJs, they are influencers.Campaigns using influencerscreate organic brandadvocacy. Audioendorsements by radiopersonalities increase notjust receptivity, butconsideration.

Moods Dictate Listening Choices, and Vice VersaAccording to Spotify, CHILL was the number one global listeningmoment of 2020. This is no surprise as global citizens collectivelyexperienced a shift in normal life. Listeners lean-into the audiothat suits their moods and interests. In turn, audio has the powerto improve a listener’s mindset, moments, and receptivity.

The At-Home CompanionAs consumers adapted to the new

normal of working-from-home, theyalso adjusted to a void of human

interaction. Audio has played acompelling role in alleviating to thisshift. During the pandemic, listeners

leaned-into familiar and trustedaudio to entertain and inform.

Comfort in Familiar Voices Companionship in audioseems to have providedsolace for listeners while theywork-from-home andthroughout the COVID-19Pandemic Crisis. Listening totheir favorite radio host hasserved as a mood shift formany consumers.

"Consumers turn to audio brands to instantaneouslymeet at least one of five major needs: to energizeand improve their moods, to relax, to avoidboredom, to stay in touch, and to relive memories."

- Warren Kurtzman of Coleman Insights

MOOD, MINDSET AND MOMENTS IMPACTAUDIO LISTENING HABITS

of audio consumerslistened to talk radio,radio news &podcasts weekly

I N S I G H T S I N F O G R A P H I C

of listeners would try a brandor product recommended bytheir favorite radio personality

of listeners trust andvalue their favorite

personality’s opinion

of work-from-homelisteners are tuning-in tomusic via AM/FM radio &streaming services daily

of listeners agreelistening to their

favorite radio hostmakes them feel

less alone

of listeners agreelistening to their

favorite radio hostmakes them feel lessconcerned/panicked

of listeners agreelistening to their

favorite radio hostmakes them feel

less stressed

Local Impact.National Influence.

of consumers are tuned-into audio while working

of consumers are tuned-into radio while in their car

The Soundtrack to Listeners' Daily Journey Audio–specifically Radio–is constantly with consumers through-out the day, as they are experiencing an array of moods,mindsets and moments. Adults 18+ are starting their day withradio, typically between 6 and 7am; and staying with their audiocompanion throughout the day, from their cars, to their desk andtheir commute home. The daily peak is between 4pm and 6pm.

Radio is Audio's Major Player While digital audio is buzz worthy andgrowing, radio continues to dominatein the audio space, in terms of usersand time spent. Usage of satelliteradio and streaming audio platformshave increased, but not at the expenseof broadcast radio listening. The samepattern is seen among Black andHispanic audio consumers as well.

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1 Nielsen Fall 2019 NRD2 Nielsen 2019 How American Listens3 Edison Research & Triton Digital, The Infinite Dial 20214 Edison Research’s Share of Ear data, published in InsideRadio, Mar. 11, 20215 Entercom's Engaged Impressions Study. Audio defined hereas OTA, Streaming OTA and podcast

6 Katz Radio Group’s Inside the Power of Local Radio Personalities7 Inside Radio, Mar. 24, 20218 Spotify 2020 Wrapped9 2020 Fall GfK MRI10 The Nielsen Total Audience Report, Special Work from HomeEdition, Aug. 202011 Nielsen Custom Study, March 2020