Nymrad Blog

  • A Healthy Dose Of Reality

    David Ogilvy once remarked: "On the average, five times as many people read the headline as read the body copy.” And for us in the ad business, that’s probably a gross understatement due to the sheer volume of material we read each day to stay current. Combine this with many ad writers' penchant for glorifying the next “big thing” and it’s easy to see how advertising pros can get a distorted perception regarding the media landscape. To help you determine what audio facts are real, here is a healthy dose of 2013 audio reality. Hopefully, it will prevent you from jumping to any conclusions that might be harmful to both your clients' media plans and your professional health. All of the data referenced has been extracted from the Media Behavior Institute’s 2013 USA TouchPoints study.

    One-fifth (19%) of media time (U.S. adults) is spent with radio. The average adult spends more time with radio each day than with  DVDs, iPods/MP3s, CD’s, books, satellite radio, game consoles, newspapers, music streaming services, video-on-demand, magazines and streaming movies combined.

    Radio’s daily usage is comparable to that of network TV’s audience. Close to 90% of all TV viewers who watch any of the five major TV networks (ABC, NBC, CBS, Fox and the CW) each week can be reached via radio. The same holds true for those who tune into the combined audience of all English-language cable networks. Speaking of reach, it’s what every advertiser wants and is often willing to pay huge sums for, as evidenced by the annual upfront buying frenzy. “Advertising remains a reach-focused business,” said Jack Myers recently, and we agree.

    Radio is appointment listening. Radio is more than reach -- it’s a habit. The average listener tunes in to radio five days per week, on average 3.5x per day, versus going online four days per week, turning on the tube six days per week, and opening up a magazine or newspaper twice per week. How many of us do anything five days a week, not to mention more than three times per day? Due to busy travel schedules, it’s a safe bet that many of us don’t even see our families five days per week. This magnitude of usage enables an advertiser to generate reach as well as frequency, which is so vital to a brand’s success. Clear Channel's CEO Bob Pittman often describes radio as America’s companion, and he's right.

    AM/FM radio accounts for the vast majority of this country’s total audio entertainment.  AM/FM radio listening (terrestrial or streamed) accounts for two-thirds of total audio consumption for the average adult each week, with the other four audio options (satellite radio, CD’s, MP3s and online streaming) making up the other 34%. For 18-34 adults, listening to AM/FM radio counted for 56% of all of their weekly audio consumption.

    AM/FM radio usage continues to far exceed the combined usage of all streaming music options.  For every USA TouchPoint respondent who indicated that they were listening to any of the streaming music services, such as Pandora, Slacker, iHeartRadio, etc., 17 respondents reported they were listening to AM/FM radio. A 17 to 1 ratio is dominant by anyone's definition.

    We understand that writers are paid to focus on what’s new and that most readers are not interested in reading a headline that touts “more of the same.” But even with new audio options popping up daily, when it comes to AM/FM radio’s dominance, it is more of the same, as it continues to play an important role of people’s lives. Radio alone delivers to listeners something very unique -- a personal and local entertainment experience that other media are hard pressed to replicate.

  • Audio's Power To Extend Brand Presence

    NEW STUDY CONFIRMS AUDIO’S POWER TO EXTEND BRAND PRESENCE

    Research Shows Radio Can Effectively Enhance Advertisers’ TV Messaging

    New York, NY- February 25, 2013 – Katz Marketing Solutions, the national marketing arm of the Katz Media Group, today announced its findings of a new study that quantified the importance of audio elements in successful television commercials. The results show that audio, or radio, can efficiently and cost-effectively enhance a brand’s identification and messaging.

    The study examined television commercials from 14 major brands including Allstate, Apple, Capital One, CoverGirl, Diet Pepsi, DirectTV, Dos Equis, Duracell, GEICO, Old Spice, Outback Steakhouse, Snickers, Taco Bell, and Warner Brothers. All audio and visual brand references were removed, and 300 respondents were served either the de-branded television clip or an audio-only version of the same clip. The respondents were asked to identify the brand, pinpoint their “aha” moment of recognition, and describe their emotional response to the audio and video segments.

    Overall, the audio clips generated 93% of the brand identification metrics that the television commercial clips generated. Even with the absence of visual stimuli, consumers were able to correctly identify the brands being featured in the ads. The results also indicated that in certain instances audio triggered brand identification at a much greater rate than visual cues. For example, 25% of the respondents exposed to the Taco Bell television clip referenced visual cues as the brand trigger, while 55% mentioned the sound of the iconic Taco Bell “bong” as the “aha” branding moment. In Duracell’s television clip, 50% more viewers referenced its distinctive three-note audio signature as the brand trigger than any visual stimuli. And for Outback Steakhouse, four times as many respondents cited the announcer’s distinguishing voice as the brand trigger than any visual element of the commercial.

    The audio clips alone also prompted emotional responses in respondents. For the Warner Brothers’ movie, “The Hobbit,” as many respondents to the audio clip expressed excitement and desire to see the movie as those exposed to the television clip. In Taco Bell’s case, the audio clip generated mentions of hunger almost as often as those exposed to the television clip. For CoverGirl, the audio clip was just as likely to invoke feelings of happiness as the television clip.

    “In these days of tighter budgets and intensified focus on ROI, advertisers must maximize ad budget impact in every way possible,” said Bob McCurdy, President of Katz Marketing Solutions. “Marketers often allocate large sums of ad dollars to broadcast television commercials, which results in the creation of tremendous audio equity—a brand’s audio logo or signature–that can continue to carry the marketing punch of a television commercial. This data strongly supports the strategic and creative use of radio to supplement a television campaign.”

    The complete study results are available at www.raisingthevolume.com/eyevsear. This study and additional data-driven analyses are part of Katz Marketing Solutions’ ongoing efforts to provide in-depth research on the power of sound and the listening habits of consumers. The division is one of the first media sales organizations to partner with USA TouchPoints, the most comprehensive syndicated research product to track all forms of consumer behavior and media consumption. In addition, Katz Marketing Solutions also works closely with Ipsos MediaCT to conduct ongoing evaluations of radio campaigns in order to relay radio’s key branding metrics and improve campaign efficacy.

    Launched in 2008, Katz Marketing Solutions heads strategic marketing campaigns for the Katz Media Group, which is the nation’s leading media representation firm. The division is charged with developing new business for radio and creating customized campaigns for national advertisers. The New York-based company leads the Katz Media Group’s creative efforts while working closely with chief marketing officers, brand managers and their agencies in the earliest stages of the communications planning process.

    About Katz Media Group:

    Katz Media Group is the nation's leading full-service media sales and marketing firm serving the broadcasting industry and online community. A subsidiary of Clear Channel Communications, Katz Media Group is based in New York and has 15 regional offices. Founded in 1888, the company was the nation's first media representation firm and today represents nearly 4,000 radio stations and 700 television and digital multicast stations.  In addition, Katz represents more than 4,000 online publishers across audio, video, display email and mobile channels. Additional information can be found at www.katz-media.com.

  • NYMRAD Recap listen Event 2011

  • CBS RADIO’S SPORTS RADIO 66 WFAN, THE FIRST AND MOST LISTENED TO SPORTS RADIO STATION, CELEBRATES 25 YEARS ON THE AIR

     

    Tune In To 660AM Or www.wfan.com All Summer For Special Programming, On-Air Reunions, Contests, Historical Highlights, Top Sports Moments, Celebrations And More

     

        On July 1, 1987, the radio landscape changed forever and history was made as WFAN-AM signed on-air in New York City, providing Tri-state area sports fans with the first and only outlet to hear and talk about sports 24 hours a day, 7 days a week.  The station has been broadcasting play-by-play, opinions from hosts and listeners, interviews with the biggest sports stars and breaking news ever since Suzyn Waldman’s memorable sports update nearly 25 years ago.  

     

    Since then, the station has gone on to become the gold standard in sports radio, with many stations across the country looking to duplicate the undeniable success of the nation’s biggest and most popular sports station.  The station is anchored by marquee personalities such as Mike Francesa and Boomer & Carton, whose must listen to programs consistently rank No. 1 with Men 25-54 in the top radio market.  WFAN is heard by over 1.5 million people each week, making it the most listened to sports radio station in America.

     

    Said Mark Chernoff, Operations Manager of WFAN and Vice President of Sports Programming, CBS RADIO, “We are proud to be a part of the fabric of New York sports.  WFAN has appreciative and engaged listeners who are the backbone of the station.  Our audience, along with our sportstalk personalities have allowed WFAN to achieve such groundbreaking success and helped the station become an institution in the Big Apple.  It is no coincidence that the station is nicknamed ‘The Fan,’ acting as a mouthpiece for die-hard sports enthusiasts.”

     

    WFAN has established itself as the premiere outlet for New York sports:

     

    • Is the flagship home of four area professional sports franchises (New York Mets, New York Giants, New Jersey Devils and New Jersey Nets)

    • Provides 20/20 sports updates at the top of the hour, 20 minutes past the hour and 20 minutes before the hour, setting what is now an industry standard

    • Has won three prestigious Marconi Awards from the National Association of Broadcasters over the years for Major Market Station of the Year (1996), News/Talk/Sports Station of the Year (1996) and Sports Station of the Year (2010)

    • Mike Francesa’s afternoon show is simulcast on YES Network, while Boomer & Carton’s morning program is simulcast on MSG Network

    • Broadcasts in HD at both 660 AM and 92.3 FM HD-3, as well as WJFK-FM HD-3 in Washington, D.C., WLLD-FM HD-3 in Tampa and WOCL-FM HD-3 in Orlando

     

        In honor of 25 momentous years on the air, WFAN will celebrate all summer long.  Special programming and highlights will include: Subway Series ticket giveaways; live broadcasts from New York sports events and locations including Belmont Race Track, Yankees and Mets games, Joe Torre’s Safe at Home Golf Tournament, the Prudential Center for the NBA Draft and from the Brooklyn Cyclones MCU Park in Brooklyn; on-air reunions and appearances from former hosts and anchors; as well as WFAN and Francesa’s annual end of summer listener appreciation party and broadcast from Bar A in Lake Como, N.J.  In addition, Francesa will host “Breakfast With A Champion” featuring Yankees Manager Joe Girardi on Tuesday, June 26.  Tickets and additional information for this exciting event are available at www.wfan.com and http://newyork.cbslocal.com/2012/06/04/mike-francesa-breakfast-with-joe-girardi/.

     

    Furthermore, the station is asking its loyal fans to vote on the top 25 New York sports personalities of the past 25 years, for a chance to win $500, along with a key which could start the grand prize, a brand new Kia from Global Auto Mall.  Voting is currently underway at http://newyork.cbslocal.com/wfans-top-25-personalities-in-new-york-sports/.  

     

    Finally, WFAN is having listeners put their money where their mouth is and see how they fare at being a sports radio host.  In July, the station will hold auditions for its annual “Fantasy Phenom” contest at locations throughout the tri-state area, where single entrants, and this year, teams, can try out to become a host on the station.

     

    *    *    *

    Press Contacts:


    Allison Mandara
    CBS RADIO
    212/649-9606
    allison.mandara@cbsradio.com

    Jodi Salidor
    WFAN
    212/314-9287
    jodi.salidor@cbsradio.com

    WFAN Highlights, Throughout the Years:

    July 1, 1987:  WFAN signs on at 3:00PM at 1050 AM as America’s first all-sports station.  Suzyn Waldman is the first voice heard on the station and also serves as WFAN’s Yankee’s beat reporter.  Some of WFAN’s original hosts were Greg Gumbel, Jim Lampley, Art Shamsky, Howie Rose, and Steve Somers.  Pete Franklin was hired for afternoon drive but had a heart attack just before joining the station.  He did not do his first show until Fall 1987.  The format change does not effect the station’s previous agreement to serve as the flagship station for New York Mets baseball – a tradition which continues to be broadcast on the station till this day.

     

    August 1987:  Mike Francesa joins WFAN as part-time host.

     

    October 1988: WFAN’s signal moves from 1050 to 660, the former home to WNBC on the AM dial.  The switch was made to coincide with a Mets/Dodgers playoff game which was eventually rained out. At the same time, it was announced the new morning host on Sports Radio 66 would be Don Imus whose program was currently being broadcast in morning drive at WNBC.  The FAN also acquires broadcast rights to the N.Y. Knicks and N.Y. Rangers with the switch.

     

    December 1988: Christopher Russo joins WFAN as part-time host.

     

    March 1989: Gary Cohen joins the station as Mets play-by-play announcer and calls games for the next 17 years before moving to the television side in 2005.  He is replaced on-air by Tom McCarthy.

     

    September 5, 1989: THE MIKE AND THE MAD DOG SHOW debuts in afternoon drive.

     

    February 1990: WFAN presents its first annual Radiothon benefiting the Tomorrows Children’s Fund.  Now in its 18th year, the Radiothon has raised more than $45 million for TCF, the CJ Foundation for SIDS and the Imus Ranch.

     

    October 1993: Howie Rose becomes the main play-by-play announcer for the Rangers radio broadcasts on WFAN and phases out of his night-time hosting responsibilities.  Howie is currently WFAN’s lead play-by-play announcer for the station’s coverage of Mets baseball.

     

    March 1993:  WFAN’s Ed Coleman moves from middays to Mets beat reporter position, a job he currently still holds.  He also serves as a back-up Mets announcer for the station.

     

    August 1993: WFAN begins first of six-year agreement to serve as flagship station for NY Jets football broadcasts.

     

    June 1994: WFAN broadcasts the play by play of the Rangers Stanley Cup victory over the Vancouver Canucks.  Howie Rose, Marv Albert and Sal “Redlight” Messina call the game-winning broadcast for the station.

     

    March 1995: Less than a decade after its launch, WFAN is named the No. 1 revenue generating radio station in the country.  It holds that position for the next four years.

     

    June 1995: Joe Benigno joins WFAN as overnight host, and Steve Somers moves to middays joining co-host Russ Salzberg.

     

    April 1996: Yankees Manager Joe Torre makes his first regularly scheduled appearance with Mike and the Mad Dog.  The weekly Thursday segment at 5:05PM runs throughout the entire baseball season.

     

    October 1996: WFAN honored with two National Association of Broadcasters Marconi Radio Awards, including Major Market Station of the Year, and News/Talk/Sports Station of the Year.

     

    August 1999: Live play-by-play coverage of New York Giants football games debuts on WFAN.  The station serves as the team’s flagship till this day.

     

    March 2002: THE MIKE AND THE MAD DOG SHOW launches simulcast of their popular program on the YES Network. Sweeny Murti takes over beat reporter duties for WFAN’s Yankees coverage that same year.

     

    February 2004: WFAN announces multi-year agreement to broadcast New Jersey Devil hockey games live beginning with the 2004-05 season.

     

    May 2004: WFAN named as flagship radio station for New Jersey Nets basketball games beginning with the 2004-05 season.  

     

    October 2004:  Bob Murphy retires as WFAN’s lead Mets play-by-play announcer following the 2004 season.  Murphy was an original Mets announcer starting with the team’s inaugural season in 1962.

     

    April 2006: WFAN begins online audio streaming at www.wfan.com.

     

    June 2007:  The Giants renew their agreement with WFAN.

    August 2007: The Nets extend their agreement with WFAN.

    September 2007:  Boomer Esiason and Craig Carton debut as hosts of the WFAN Morning Show, weekdays, 6-10am.  

    January 2008: WFAN earns its highest share among Men 25-54 since Fall 2000.

    August 2008:  Mike Francesa becomes the solo host of the afternoon show.

    October 2008: The Devils and the Mets renew their contracts to keep WFAN as the flagship station for both teams.

    March 2010: WFAN is available to listeners in select radio markets via the HD band, while the station becomes one of four sportsradio stations featured on an HD “quadcast” in Washington, D.C.

    August 2010: WFAN names Gregg Sussman of Manalapan, N.J. winner of the 2010 Fantasy Phenom Challenge, a contest to become a host on the station.  He beat out over 2,000 contestants and can still be heard on the station.

    September 2010: Morning hosts Boomer Esiason and Craig Carton begin simulcasting their radio program on MSG Network.

    October 2010: WFAN is named “Sports Station of the Year” by the National Association of Broadcasters Marconi Radio Awards.

     

    August 2011: John Jastremski of Staten Island, N.Y. wins a hosting gig on the station courtesy of WFAN’s second annual Fantasy Phenom Challenge.

     

    November 2011: As part of CBS RADIO New York’s involvement with WhyHunger, WFAN raises a record-breaking amount of money for 2011’s WhyHunger Hungerthon.

     

    February 2012: WFAN’s Audio Roadshow, a free mobile application used to bring sports radio fans closer to WFAN 660 AM New York through two-way, real time interaction debuts.

    February 2012: WFAN and the Mets name Josh Lewin to the broadcast team.

  • NYMRAD's RATED R EVENT VIDEO RECAP

  • Radio - IT'S EVERYWHERE

    One of best reasons that Radio consistently delivers for its advertisers is its ability to reach consumers wherever they are.  Radio’s portability allows New Yorkers to listen at home and away, and often at the moment that they are making important purchasing decisions.

     

    Radio’s advertisers benefit regardless of where their message is heard.

     

    ·         At Home Listening:  An advertising message reaches a captive audience when its listeners hear that message at home.   The Radio is turned on and stays on and is heard for long periods of time.   A great way to get results is to deliver your message first thing in the morning and at the end of the day.

    ·         At Work Listening: What better location to reach a consumer than in the workplace as they plan their lunchtime errands and their after-work shopping and dining?  The Radio is often on all day long at the office.  Talk about a way to build frequency!

    ·         In Car Listening: Reaching consumers just before the point of purchase as they listen in their cars remains one of Radio’s greatest strengths.  Radio can deliver the last advertising message heard before they enter the store. Selling cars? Selling tires?  What better time to reach your prospective customers than while they are actually driving?   Isn’t a car just a Radio with four wheels?

     

    In New York, almost 58% of the Radio listening is done away from home.  But look how that number varies by age, ethnicity and gender.
     

    Chart A—New York Listening Location AQH Composition By Demographic

    Arbitron, New York Metro, January 2009
    through December 2009 (12-month average)

    ·         The majority of teen Radio listening is done at home (55.2%).  That’s in sharp contrast to adult listening.  Among Adults 18-34, 25-54 and 35-64, at-home listening accounts for only about a third of their Radio usage.   As the audience ages, the at-home audience increases, with nearly half of Persons 50+ listening occurring at home.

    ·         Among ethnic groups, the Hispanic population spends most of its time listening to Radio away from home, with almost 62% of its listening occurring somewhere outside of where they live. Listening by African-Americans and Others is more balanced between listening locations.

    ·         There even is a significant difference between male and female listening by location.  Far more female listening occurs at home (45.8% ) compared to male at-home listening (only 38.5%).

     

    Listening location in New York also varies based on the time of day.

    Chart  B—New York Listening Location AQH Composition By Daypart

    Arbitron, New York Metro, January 2009
    through December 2009 (12-month average)

     

    ·         At-home listening peaks in the mornings, as consumers begin their day by turning on their Radios. 

    ·         In middays and afternoon drive, listening shifts to out of home (in the office and in the car).

    ·         As consumers return home in the evening, at-home listening increases.

    ·         Listening location on the weekends is split almost evenly between home and away.

     

    You may have noticed that in a PPM world, Arbitron no longer tells us specifically where a radio station’s away-from-home listening is occurring.  We’re only given a total away-from-home estimate.  Just because you can no longer quantify that listening is in car and in office certainly does not mean that it no longer exists. 

     

    Ask your Radio representative to give you a listening location breakout for their station.  Consider tailoring your message to appeal specifically to the in-car listener in the afternoon, or the at-home listener in the morning.  The more you know about where your prospective customers are when they hear your commercial, the more effective your campaign will be.

  • Radio and the Perfect Match

    A wrong advertising decision this holiday season could make or break your business.  There is just no room for error.   You’ve made the smart choice to use Radio.  What can you do to boost your confidence that each dollar you spend in our medium will be spent effectively?

     

    It all starts with finding the right match.  That’s the match between your potential customers and the people that listen to the Radio stations you are considering as advertising partners.  Get it right and your odds of success just went up dramatically.  Miss the match and even the best message in the world may not bring enough customers through your door.  Plenty of listeners will hear your message.  Just not enough who have the greatest potential of being your customers.

     

    While every Radio station isn’t right for every advertiser, every station is right for some advertiser.  Are the stations you are considering right for you?  How do you know?  Sure, the size of a station’s audience is important, but who are those listeners?  Do they look like your customers?  Will your commercial message reach the consumers who are most likely to need what you do or you sell?  Are you reinforcing your brand to your existing customers, or are you reaching out to new customers?

     

    Most stations can do a very effective job of painting a picture of their audience.  Just ask them!  They can actually show you pictures of their listeners from station events.  They can use the latest Arbitron data to tell you how many people listen, as well as audience characteristics such as:

    o   Age

    o   Gender

    o   Race

    o   Socio-Economic Status (income, education, employment)

    o   Geography

     

    In today’s PPM world, it is more common to find several stations with identical ratings!  But while their audience size may be the same, it is critical to look at the composition of the different audiences.

     

    Let’s use a simple example of two stations with the same AQH Rating.  As you can see below, one delivers the advertiser’s audience much closer than the other.

     

     

    New York Population

    Advertiser’s Target Audience

    Station A’s Audience

    Station B’s Audience

    Male 12+ %

    47.9%

    78.3%

    68.5%

    40.4%

    Female 12+ %

    52.1%

    21.7%

    31.5%

    59.6%

             

    25-34% of 6+ Pop

    13.9%

    10.1%

    12.2%

    20.5%

    35-44% of 6+ Pop

    16.0%

    13.4%

    15.0%

    16.2%

    45-54% of 6+ Pop

    16.3%

    22.3%

    21.5%

    14.9%

             

    Black % of 6+ Pop

    17.6%

    60.3%

    65.2%

    85.3%

    Hispanic % of 6+ Pop

    21.8%

    31.2%

    25.0%

    9.2%

    Other % of 6+ Pop

    60.6%

    8.5%

    9.8%

    5.5%

             

    5 Boroughs 6+ Pop %

    45.3%

    67.3%

    58.7%

    49.9%

    New Jersey 6+ Pop %

    29.9%

    32.7%

    36.8%

     

     

  • Why Radio During a Recession

    "The current economic downturn has altered people’s lifestyles and spending habits. Things people did without giving it a second thought are now not being done at all. These changes have affected the relative influence of different advertising mediums. While Radio is a valuable advertising medium in good economic times, its value explodes during difficult economic times.

    Radio Is Free and Popular

    Radio is and always has been free to the end users. There is no subscription or user fee. The recession has greatly impacted newspaper circulation. As money gets tight people question the price they pay for their monthly cable subscription. However, Radio is free entertainment.

    Just about everyone tunes to the Radio. In an average week 94.5% of New York metro Adults 18+ tuned to the Radio. On an average day 71.1% listened to the NY Market Radio.

     

    In other words, Radio reaches nearly three-quarters of all New York Adults on an average day. Not only are they tuning in, but they are also listening. The average Adult spends thirteen hours a week with Radio. Radio’s reach and great TSL have both been consistent over the past year.

     

    It doesn’t matter the level of a person’s affluence, free entertainment is ideal in an economy where money is tight.

    Radio Is Right as Both a News and Entertainment Source

    As the economy has turned, many in the population have become glued to news and business. New York Market Radio offers these folks several different choices to keep listeners up-to-date on world events. There are several stations that offer news and business 24 hours a day. There are also several stations where listeners can hear opinion-makers talk about news events.

    Others wish to ignore these events and are need of entertainment. New York Market Radio has dozens of free entertainment choices. From a variety of music stations to sports and talk, New Yorkers can escape their concerns and feel good again.

     

    Radio’s Targetability Makes it an Efficient Advertising Medium

    In tough economic times, Radio’s ability to target specific audiences is more important than ever. Due to the great variety of stations, Radio is a great target marketing choice.

    • If you want to reach a specific age segment – there are specific Radio stations for you

    • If you want to reach a specific gender – there are specific Radio stations for you

    • If you want to reach a specific ethnic group – there are specific Radio stations for you

    • If you want to reach a specific geographic region – there are specific Radio stations for you

    Simply put – NY Market Radio enables you to reach the portions of the population you want without paying for the segments that are not needed.

    "

  • Harness the Power of NEW YORK RADIO

    "There are 16.9 million New Yorkers over the age of 6. Of these consumers, 15.7 million of them listen to New York Market Radio each week. That’s a 93% penetration rate. This rate is unachievable by most other media.

    And, New York Market Radio holds its audience throughout the weekdays and into the weekends. During morning drive (Mon-Fri 6am-10am), 11.2 million (66%) New York consumers listen to the Radio. Although New Yorkers get busier during the day, more than 12.2 million (73%) New York consumers are still listening in middays (Mon-Fri 10am-3pm). In the afternoon (Mon-Fri 3pm-7pm), Radio listening increases to over 12.6 million consumers

    New Yorkers return to Radio in the evening and on weekends. Since evenings and weekends are the prime time for purchases, these are critical dayparts for any advertiser. In the evenings, 9.3 million New York consumers tune to their Radios. On the weekends, 12.8 million consumers are tuning in. Weekends is the highest daypart for reaching New York consumers.

    Click here for more information

    Now that you have seen the headlines, let’s dig a little deeper into the story behind this massive audience.

    • Radio’s reach in New York covers all demo groups. Whether your advertising target is younger or older consumers, New York Radio reaches an audience that matches the population. In the key 25-54 buying demos, New York Radio exceeds the population!
    • This reach holds true both for the total audience to Radio and the time these consumers spend listening to New York Radio stations. In the hardest to reach younger groups (Persons 6-11, teens and Adults 18-24) New York Radio reaches 88% to 95% of these key consumer groups. And, even with the competition with other mediums, Adults 18-24 listen to the Radio an average of 11 hours and 15 minutes a week. This is a captive audience!
    • In the older demo groups, New York Radio’s reach is tremendous, with penetration at 92% or higher in all groups. Time spent listening for these groups averages more than 13 hours a week!

    Click here for more information

    As advertisers focus on their key targets, we will focus on Radio’s heavy listeners. There are almost 3 million New York consumers who listen to the Radio for at least 22 hours a week. What does an advertiser need to know about New York Radio’s heavy hitters? According to Scarborough:

    • 51% of these listeners are male. 49% are female. 65% of these consumers are between the ages of 25-54.
    • 53% have pursued at least some college education. 29% have achieved a college degree or higher certification.
    • 48% are employed in management, business, professional or sales occupations.
    • 32% have a household income of $100,000 or more.
    • 51% are married.
    • 46% have children under the age of 18 in their household.

    Click here for more information

    Now that you know the basics on New York’s heavy Radio listeners, what do they plan to buy? Where do they like to vacation and shop? What do they invest in? Are they heavy cellular/wireless phone or Internet users? How much are they spending on groceries?

    • Over 722,000 of New York’s heavy Radio listeners own a home valued at over $500,000.
    • Over 843,000 of these listeners' households have stock or stock options.
    • Over 654,000 of these listeners' households plan to purchase or lease a new or used automobile in the next year.
    • Over 644,000 of these listeners plan to take a foreign trip in the next year.
    • Over 1.3 million of these listeners have spent over $75 on their last cellular phone bill in the past month.
    • Over 1/2 million of these listeners have spent $1,000 or more on Internet purchases in the past year.
    • Nearly 1.0 million of these listeners' households have spent $150 or more on groceries in the past week. Click here for more information

    Click here for more information

    "

  • Radio's Immediacy Serves Up 'Reminders' for Ben & Jerry's

    "Radio is immediate, and, with our product, every minute of every summer day is a good time to remind people how good Ben & Jerry's ice cream is." That's one of the reasons Radio was the ideal medium when Ben & Jerry's decided to launch a summer ad campaign targeting 18-34-year-olds with a dual message, according to Bob Ellis, director of client service at Black Rocket Euro RSCG, B&J's San Francisco-based agency.

    In addition to immediacy, Ellis says, "Radio has broad reach and affordable, targeted frequency versus other local media." The medium also enables Ben & Jerry's to remind young listeners that "we're as devoted to their community as we are committed to making the best ice cream. We're hitting on both cylinders, so, naturally, drivetime Radio made a whole lot of sense."


    "Research," he continues, "shows that this group [18-34] is a frequent purchaser of premium ice cream products, yet has little brand loyalty. This seemed like an opportunity for us to try to bring them into our core with some new flavors that skew slightly younger such as Kaberry Kaboom with Pop Rocks and Concession Obsession."

    In order to transmit this double-sided message in a way listeners could relate, Black Rocket created the "freezer fairies", characters that probably would not have worked in any other medium. "The freezer fairies," explains Ellis, "are mysterious and magic. Fact is, there is a freezer fairy in all of us, so Radio is the most democratic medium in the sense that it can empower us all. A visual medium would provide a more tangible and, thus, limiting, frame of reference. Radio gives us the best opportunity to introduce the freezer fairies, establish local relevance and tie in local retail locations as well as local community service projects."

    Results for the campaign will be measured, rationally, by traffic in scoop shops and sales at participating retailers; an emotional measurement will be the freezer fairies' ability to increase "random acts of kindness." The latter seems already to be happening. "If the number of letters we've received nominating nice people to be ‘deputy freezer fairies' is any indication," says Ellis, "the campaign is a hit in local communities." The Radio advertising, which began Memorial Day and runs through Labor Day, is airing in several major markets, including New York, on stations that target the 18-34 demo. "