Pierre Bouvard
In the just-completed 2017 TV upfront presentations, the major themes to emerge were brand safety, mass reach, curbing commercial clutter, and creating digital impact. Advertisers are concerned about digital fraud, they need to get the word out to build brands, they are trying to create more viewer-friendly commercial environments, and they are looking to drive ad awareness and purchase intent. The Westwood One blog outlines these themes and discusses what AM/FM radio can learn from them.
AM/FM radio can use the TV upfront as a guide to utilize its own strength and fill gaps left by other media. Here’s how:
• AM/FM radio is safe for brands and trusted by consumers. AM/FM radio listeners stick to their preferred stations and personalities to keep them company, make them laugh, and keep them connected.
• Reach is the new black. Still the number one mass reach medium, AM/FM radio offers advertisers the opportunity to deliver their messages to massive audiences.
• AM/FM radio commercial time is significantly lower than TV. AM/FM radio listeners are exposed to less ads. They also stay with their stations – AM/FM radio holds 93% of its lead in audiences through commercials.
• TV and AM/FM radio have a halo effect on digital impact. Recent Nielsen studies show AM/FM radio exposure elevates all other aspects of the media plan.
Cumulus/Westwood One Chief Insights Officer Pierre Bouvard, offers his insights on Everyone’s Listening: The TV Upfront: History, 2017 Issues, And What It Means For Radio
Read the full blog post here.
