Radio speaks to the “Middle Child”

Whether you read ad industry trades, online or print news, there are always articles referencing millennial influences or changes impacting boomers. However, there is very little attention paid to Generation X, which Pew Research referred to as the ‘middle child’ in a 2014 article. Sandwiched between two larger generations, Gen Xers who in 2017 are somewhere between the ages of 38-52, are a much smaller group in size and therefore are often overlooked by marketers.

According to the Bureau of Labor Statistics (BLS), Generation X spends more per household annually than any other generation – approximately $67K which is almost $20K more than what millennials spend. Additionally, they have the highest household income compared to the other generations.

So how do you reach this often over-looked and valuable generation? With broadcast radio — of course.

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There’s Something for Every Ear

“I’m a purple person.”  “I prefer basic black.”  “I like to wear bold colors.”  People have distinctive tastes and preferences when it comes to clothing or accessories.  These preferences are personal, similar to that of radio listening, and similarly, music choice.

A researcher at Heriot-Watt University in the U.K. studied over 36,000 participants’ ratings of 104 music styles and found a direct correlation to their personalities.  The study showed that heavy metal music fans are normally calm and comfortable around others, while classical music lovers are often shy and creative.  Hard-working and outgoing would be words to describe pop and country music listeners.   The relationship between radio and the listener has always been an emotional one but what they listen to is not just personal, it is an extension of who they are.

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Mom Knows Best, Best to Know Mom

 

Any way you slice it, U.S. moms are a massive group of passionate and loyal consumers who are decision-makers, multi-taskers, media junkies and have a collective buying power of more than $2.5T.

Not all moms are alike. There are stay-at-home moms, work-from-home moms, working moms, new moms, moms of older children and late bloomer moms, just to name a few. Generally speaking, moms are women who are making purchasing decisions not just for themselves but for the entire household. They are the consummate multi-taskers; they are socially active and aware; they value their time with family and their time alone or with friends; and they are constantly on-the-go.

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Radio + Smartphone = Constant
Companion

According to Statista, there will be well over 220 million smartphone users by the end of 2017.  These users will engage with radio in various ways – texting, downloading or just listening in.

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Companion”

If Reach is the New Black, Then
Radio is Red Hot!

There has been a lot of press lately regarding reach.  Most recently, an article by Andy Sippel, svp at Advertiser Perceptions, a business intelligence firm serving the global advertising industry, used the phrase regarding reach being the new black.  If that is the case, then radio is red hot! Continue reading “If Reach is the New Black, Then
Radio is Red Hot!”

Brand Sales After the BIG Event

An average of 111.3 million people watched Super Bowl LI on network TV and there were 190.8 million social media interactions, according to Nielsen.  The average cost to advertise was $5 million for a 30–second spot.  That’s a particularly high cost – especially when the impact of Super Bowl ads to influence brand purchase is minimal.

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