Media Sales Today

The healthcare and financial services industries have come under closer consumer scrutiny this year. The healthcare industry is about to undergo a transformation with the upcoming national reforms becoming more apparent in 2012. And, the financial services industry is still struggling to redeem itself after the recent economic collapse. Some analysts believe both of these industries will be rolling out image campaigns in the next year.

Marketers have long known that connecting with consumers through radio works. Radio ad campaigns that reach commuters can often capture the undivided attention of a potential customer who is stuck in traffic. New research shows that radio works well to influence perspective buyers through all stages of the purchase funnel.

U.S. consumers are making Internet radio a bigger part of their listening experience. Research indicates that about 22% of radio listeners now spend at least part of their weekly time tuned to online stations. They are largely appreciative of the ad-free or ad-limited environment but all that is about to change.

Radio in an increasingly digital world was one of the main topics of discussion at this year’s RAB/NAB Radio Show. That’s radio (referred to by some as ‘terrestrial’ radio) versus Internet radio, streaming and satellite radio. Like other traditional media, radio is working to stay relevant and successful in today’s changing media world.

Radio station operators and networks are scrambling to adjust to the new media environment. Traditional radio advertisers like auto dealers and local banks know that consumers are spending more time online and they’re shifting their ad funds in that direction. Radio industry professionals are developing online initiatives to ensure future revenue streams, but some operators are looking at new types of clients to broadcast their marketing messages over the airwaves.

As marketers struggle with a sagging economy and the transformation of advertising platforms, big changes are apparent for media buyers. More marketers and their agencies are cutting back on advertising and shifting resources into digital formats. Within the digital sector, budget allocations are changing as well as more media channels enter the fray.

Personal relevance of the cause is the top factor that influences U.S. consumer brand preference when choosing between companies that benefit a cause. New data from the Integer Group also shows women like brands that donate to a cause with each purchase.