-
Erica Farber, RAB: "Radio's relationship with listeners is at the center of its resiliency and success."
April 25, 2019
Have an opinion? Add your comment below. Consumers that spend money are influenced by the media they engage and interact with. Radio now has more tools available today than ever before. There are attribution companies and tools like Nielsen's Local Media Impact that can help increase radio revenue because they deliver impact data ñ something radio was unable to do before. But the growth will only occur if radio maximizes the value and use of these tools and works to continually educate clients - potential and current
- Radio Rally Point was created by DMR/Interactive and All Access to shine a spotlight on the power of AM/FM radio. In this edition, DMR/Interactive Pres. Andrew Curran catches up with Radio Advertising Bureau Pres./CEO Erica Farber.
-
In 2020, we’ll celebrate 100 years of commercial radio. How are we planning to celebrate that milestone as an industry?
Erica: We will be celebrating radio’s continued success – specifically, our 100-year heritage of serving our local communities in changing times, adapting and integrating with new technologies, and utilizing multiple delivery platforms that allows great content to be delivered when and where our listeners want it. Yet the medium’s unique intimacy remains unchanged and unwavering.
As we look ahead, what fundamentals continue to make radio’s business model so resilient?
Erica: First and foremost, radio’s relationship with listeners is at the center of its resiliency and success. The engagement we have with listeners who tune in to our radio stations, connect with our on-air personalities, and the importance of that live and local connection delivers a powerful story to share with our advertising partners that in turn drive real and measurable results.
What role does the strength of the on-air product play in stations being able to sell digital and events?
Erica: It’s all inter-connected. Radio’s brands whether on-air, online or via an experiential offering provide advertisers both local and national a unique way to connect with their consumers. Our brands delivered on multiple platforms today have tremendous strengths and we are leveraging those strengths in ways we never have before.
With radio consumption dominated by employed persons who have money to spend with our advertisers, what’s the best opportunity for radio to accelerate its momentum?
Erica: Consumers that spend money are influenced by the media they engage and interact with. Radio now has more tools available today than ever before. There are attribution companies and tools like Nielsen’s Local Media Impact that can help increase radio revenue because they deliver impact data – something radio was unable to do before. But the growth will only occur if radio maximizes the value and use of these tools and works to continually educate clients – potential and current.
With Nielsen adding radio data to local and national planning tools as well as Continuous Diary Measurement, how does radio fully utilize this opportunity to grow core revenue?
Erica: These updates from Nielsen will finally allow radio to play a real role within the crucial point of any advertiser – platform or media consideration. Historically, we’ve known that radio, across markets of all sizes, can directly impact an ad campaign but we have had difficulty proving it. Including radio in planning tools will allow radio to unquestionably illustrate its potential impact.
Continuous Diary Measurement will deliver listening data on a much more frequent basis to advertisers and agencies which will benefit radio. Taking advantage of all these tools will provide radio stations with the information they need to quantify listenership that is not only much more current but can help validate the impact it has on an advertiser's campaign.
Have a suggestion for someone you'd like to see featured in Radio Rally Point? Email your suggestion to DMR/Interactive.
Thanks for reading and working each day to drive radio forward.
-
-