Podcasts and Broadcast Radio vs. Streaming Music: Reaching Your Audience Effectively

In the dynamic world of audio advertising, making the right choices can significantly impact the reach and engagement of your brand. While streaming music platforms have gained popularity, they may not always be the most effective means to reach your audience. Let’s dive into why podcasts and broadcast radio should be key players in your advertising strategy. Fact One: Audience Size and Listening Time When it comes to ad-supported audio, broadcast radio and podcasts dominate in terms of both audience size and listening time. They offer a unique advantage by capturing significantly more attention compared to music streaming services that prioritize ad-free subscribers. Podcasts and AM/FM radio represent nearly 9 out of every 10 minutes spent with ad-supported audio (Source: Edison Q2 Share of Ear, 2023). This statistic alone underscores the immense potential these platforms offer for advertisers. Fact Two: Complementary Listening Patterns Understanding how your audience consumes audio content is essential. Radio and podcasts complement each other beautifully because they exhibit opposite patterns of in-home and out-of-home consumption. Two-thirds of podcast listening happens outside the home, making it an excellent choice for reaching your audience on the go. Meanwhile, one-third of podcast listening takes place in the home. The reverse is true for broadcast radio, ensuring that your message reaches your audience wherever they are (Nielsen Audio Today Report, 2022, A18+; Edison Research). So, what does this mean for your brand’s advertising strategy? Incorporating podcasts and broadcast radio into your marketing mix can help you achieve a balanced approach. It ensures that your message reaches your audience effectively, whether they’re commuting, working out, or relaxing at home. Take Advantage of Our Special Offer! In the spirit of the upcoming holiday season, we are giving away 30 FREE billable hours of marketing strategy consultations to all new customers until 2024! Don’t miss this opportunity to learn how to elevate your brand with targeted billboard placements, digital ads and even audio ads on platforms like Spotify, Pandora, HBO Max, Hulu, and Netflix. We’re committed to supporting your business journey, one strategic move at a time. We’re committed to supporting your business journey, one strategic move at a time. Schedule your FREE consultation today and claim your part of our special Holiday giveaway. Empower your brand with Ifodige Media and make the most of this unique opportunity to supercharge your marketing strategy.

Andre Ezeugwu Named A Future Leader In Radio

Here Are The Future African American Leaders In Radio By Radio Ink  – March 26, 2018 Now in its sixth year, our Future African American Leaders in Radio list, as it has in previous years, includes people from every aspect of the business and from all over the country. On the 2018 list, you’ll read about how several of them backed into radio almost by accident — but discovered they loved it (sounds like we may have a recruiting problem) and made a hugely successful career out of their opportunity. Many of them credit their success to having great mentors, strong faith, and the grit and desire to be the best at what they do. Every member of this list was nominated by a respected peer and voted on by a panel of experienced managers across the industry. Each nominee responded to a long Radio Ink questionnaire that asked them about how they got into radio, what makes them successful, why they are passionate about the business, how they would change radio or fix its problems, and what advice they have for young broadcasters. In the section that follows, you will be reading a shortened version of the answers they provided. Online at RadioInk.com, we’ve posted more detailed responses. We suggest you subscribe to our Daily Headlines as we’ll be featuring many of these great broadcasters in our Headlines and on RadioInk.com. Radio Ink is pleased and proud to present the 2018 Future African American Leaders in Radio.   ANDRE EZEUGWU Senior Account Executvie Beasley Media Group Philadelphia/Tampa Andre Ezeugwu began his radio career in 2010. That’s when he realized how necessary it was to take an entrepreneurial approach. “To separate yourself from every other media outlet and ad seller in the market, it’s essential that you perfect your brand, your hustle, your customer service, your attention to detail, your organization skills, your creativity, and your drive to always provide the best results for your clients and advertisers,” he says. His goal to make the industry better revolves around his ability to rebrand the perception of radio against other media outlets and tell a better story of how effective radio is when the formula of a strong message, great ad, decent frequency, and the right demo comes together. He’s had setbacks, but they have helped him become as successful as he has. “During my first year of selling radio, my bills each month were significantly more than I was bringing in,” he says, “and my shoes had holes in the bottom and I wore suit jackets with homemade stitching because the inside was ripped. A quote from Beverly Sills became my mantra: ‘There are no shortcuts to any place worth going.’ So I knew if I wanted it, I had to be relentless in figuring out ways to achieve it.” His advice to those just getting started? “Tenacity is key. My first general manager, Natalie Connor, once told me that she found success when she realized she can outlast the next person. That next person could be a rep from another radio station working an account. They leave, or the advertiser is looking for a change, and you have to be ready to be an asset to the business owner. That next person could be the person in the cube next to you when they get promoted or move to another market. If you have been doing your job, the station manager will lean on you to help pick up the slack. Never assume, and always be willing to go above and beyond the job description of a radio sales representative.”   Follow the link below to review the other 2018 nominees. READ MORE

Westwood One Is Delivering the Audio Industry’s First Guaranteed ROI for Its Advertisers

The medium’s strong return on ad spend is behind the promise By Sami Main Westwood One, as the largest radio network in the United States, is announcing a new program to help advertisers feel more secure in their radio ad purchases. In a first for the industry, Westwood One is giving their ad partners an ROI guarantee. Its partnership with  Nielsen proves there’s strong evidence for radio’s positive ROI across multiple brand categories. That partnership connected radio listening with purchasing data, and when combined with Westwood One’s new audience delivery guarantee, the radio network can give its advertisers an ROI guarantee. With the Westwood One ROI Guarantee program, creative for these commercials will be pre-tested against industry audio creative test norms and Nielsen will measure return on advertising spend on behalf of the radio campaign. Those tests will run across the entire broadcast radio landscape, giving clients a wider scope of the industry. Suzanne Grimes, evp of corporate marketing of Cumulus Media and president of Westwood One, hopes this will be a step toward brand safety and a more secure metric of performance across radio. “We’ve been working for the past couple of years to help break some of the myths and misunderstandings of radio,” Grimes told Adweek. “Historically, radio hasn’t been able to step up and participate in discussions of data, insights and confidence. With this new program, we’re able to marry reach of radio and results from our listeners.” This new program from Westwood One “elevates radio as the measurable mass reach medium that, simply put, delivers,” according to the company. Westwood One currently reaches 245 million listeners each week across 8,000 affiliated broadcast stations and media partners. If the ROI is not positive, clients who qualify for the ROI Guarantee program will receive no-cost supplemental media weight from Westwood One to deliver the guaranteed ROI. According to Pierre Bouvard, Cumulus Media and Westwood One’s chief insights officer, some CPG brands like Procter & Gamble and Unilever, have been contacting the network recently in order to return to radio after a few years of not using the medium. “Now is the time to prove and guarantee impact,” said Bouvard. “With challenges in digital and erosion of TV audiences, radio listeners have always been there, and brands are wondering where else they can find incremental reach.” This program will help chief financial officers, according to Bouvard, see their marketing dollars working to achieve incremental sales. With creative testing and third-party partners like Nielsen completing the data equation, Westwood One feels confident in what they’re providing clients. “This is a risk-free decision in a high-risk world, and people can expect a positive return on an ad investment,” said Grimes. Sami Main @samimain Sami Main is a staff writer for Adweek, where she specializes in covering the digital publishing industry, emerging influencers, video networks and brand partnerships.

Study: Radio Still Rules New Music Discovery

By: Radio Ink Integr8 Research released its third in a series of posts exploring how changing technology impacts radio listening, music consumption, and radio’s role of introducing listeners to new music. The company interviewed 3,140 15 to 39-year-olds who listen to a local CHR, Rhythmic CHR, Urban, Alternative, or Country station. The research discovered that local FM radio stations remain the leading source for 15 to 39-year-old listeners to learn about new music. As you can see by this chart, at 49% local radio dwarfs its closest competitor which is YouTube at 16%. As you might expect, with the rapid growth of technology, especially with the younger generation, the younger the participant in the study, the more likely they are to go to YouTube or an on-demand service. Turning to the Connected Car, 43% of connected car owners say they hear the latest new music first on FM radio, while 33% hear new music first on an on-demand audio service. READ MORE


October 6, 2014 · by Christian Jenkins For most people, radio is that ratty old blanket on the couch, it keeps you warm in an emergency, but when company comes over, please, please, please, oh please hide that thing. Marketers and their clients see it as the thing that Olgivy, Rubicam, and Burnett used to sell in the golden days. Ancient. Consumers see radio as completely awesome for the 50 minutes when music is playing, but when those 50 minutes are over it’s time to tune out. But is radio really as easy to tune out as the other mediums? Ifodige Productions and its affiliate, Beasley Broadcasting Group, commissioned a research on the reach and frequency of radio and here are a few stats: Radio reaches 92.8% (241,512,000) of the current US population. The average adult, aged 25-54, will listen to 1,439 minutes of “recorded audio” daily, radio controls 921 of those minutes.  On average, a message must be heard 3 times before it absorbs into the conscious long-term. 80% of Adults 25-54 listen to radio during the morning commute and 86% during their drive home. More than half of listeners have considered or purchased a product or service advertised during their favorite radio show. Let’s look at this in anecdotal terms. I once worked in an office where we listened to Pandora or Spotify daily. By Thursday, we could recite the commercials line by line. Soon, we moved to another office where we listened to local radio over the loud speaker. We couldn’t change the station if we wanted to. When radio is used as background music to make something more enjoyable like the daily commute or at the office, your commercials will be heard. Even while people are sharing posts on Buzzfeed, after hearing your message just a few times, they will begin to recognize your message regardless of where their attention is. Radio – The Goldilocks Medium It’s easy to see why radio advertising has gone down in popularity. Television and online commercials are far more exciting to produce. Spending time behind a camera is far more glamorous then being stuck in a recording booth, however when it comes to recall and reaching consumers right before they want to purchase, and targeting there isn’t a medium that sells better than radio. In terms of cost and ROI, radio remains one of the best values around. Social media is cheaper, but it requires a major investment in time. Facebook and Twitter are essentially pay-to-play systems. Production costs of television and their spots are increasing even as viewers are watching their shows differently. Online ads aren’t expensive, but the market is more crowded than the AC Expressway on a Sunday evening in July. Creating radio commercials are cheap, and well-crafted ones stick! Ifodige Productions has the capabilities and means to use social media to promote, we wouldn’t be much of an agency if we couldn’t. We still believe that every ad should tell a story and sell a product, and voice to ears is still a potent combination. As we move into an age where it seems like design is the answer to every advertising problem and dominates the selling message, let us not forget that old toys can play with the newer toys.