Why Radio in a Time of Crisis
In these unprecedented times, marketers are asking, “should I be advertising”. “How do I speak to my audience in a crisis like this?” Now is not the time to be silent, now is the time to connect. More than ever, consumers are looking to align with companies taking care of their employees and their community. Be the company people/consumers want to support.
Turn your message into a community service announcement – how is your brand elevating customer’s social distancing experience?
- Omaha Steaks is using this time to highlight their partnership with Feeding America.
- Google has shifted focus to market brands to help people access key information such as Google Search, YouTube and Google Classroom.
- Natural Light Beer is using their voice to unify people and celebrate accomplishments by bringing college graduates together for a virtual graduation ceremony and celebration.
Nielsen has reported that radio has maintained 96% of listeners during Covid. Havas and Mindshare research show podcasting and radio audiences have grown rapidly as consumers grow weary of TV time. Out-of-home listening is strong with the large population of essential workers and we see huge growth in at-home streaming. People at home are looking for reliable news sources more than ever. Local radio stations are delivering the news listeners want and entertaining them with music and relatable talk. Consumers have connected with their favorite radio station and on-air hosts for decades, today we all need connection. 48% of consumers say LOCAL RADIO is the MOST trusted media for Coronavirus answers. Only the CDC ranks higher! Put YOUR company’s message where trust rules.
Broadcasters are overwhelmingly supporting advertisers on the air with bonus weight, social media and streaming. Consumers are listening in, broadcasters are collaborating and supporting advertisers. NOW is an excellent time to be advertising with Radio.
How companies advertise on radio during COVID-19 will vary on a market to market basis. Communities across the country have been impacted differently. Direct Results can develop a sensitive and bold message to elevate your brand during these uncertain times. NOW is the time to advertise. Advertisers on the air are getting EXCELLENT value, EXCELLENT response and EXCELLENT ROI.