With the current climate of the pandemic and Nielsen forecasting that radio listening is set to increase exponentially, are two good reasons for choosing radio as a medium for advertising. 

Radio is one of the fastest and easiest ways to spread a message out to an important audience. It is also less intrusive and provides for a more intimate way of marketing. 

According to Nielsen, radio alone now reaches almost 270 million American listeners every week and as Americans continue to work from home and stay in place, media consumption is expected to rise significantly.

A recent Nielsen study has found that media consumption may rise by a staggering 60%. The study also discovered that remote workers are listening to radio at the same rates as employees who were not working remotely. That rate was a whopping 95%!

This means even though more people are having to stay at home more, they are still turning on the radio while they work or multi-task. 

The latest Nielsen study additionally showed that eight out of ten radio listeners are either listening to radio more now or the same amount. 

With the tremendous market that radio provides, it is only conceivable for anyone with a public relations campaign to start considering RMT’s and ANR’s for rapid growth.

RMT’s and ANR’s? What’s the difference and what do these acronyms mean?

Both are advertising vehicles on radio that are designed to minimize expenses all while maximizing exposure.

An ANR is short for an Audio News Release and is a produced news or feature story. These stories whether for profit, or non-profit, are used to create awareness about a person, a product, or even a company. ANR’s can be guaranteed placement while some are pitched to radio stations or digital audio sources who are looking for audio content.

An RMT, or a Radio Media Tour, is a series of pre-arranged, live, or taped, 10-15 minute interviews that happen between your spokesperson and many targeted radio stations. These interviews are conducted with a principal spokesperson or sometimes a celebrity who is involved with the project. These interviews are meant for gaining exposure.

A Radio Media Tour (RMT) may be the smartest and most cost-effective way out of the two in order to relay a public relations campaign to the country. This powerful advertising vehicle reaches morning shows, public affairs shows, and are used as means to disseminate a news story. 

One of the key advantages of an RMT is the opportunity for the spokesperson to connect with the host and listeners in a more intimate way than through an audio news release or soundbite.

They are often most successful when your story has a news component involved or have a high-profile spokesperson, such as a celebrity, doing the interviews.

An RMT is not only time-efficient, where messages can be relayed in only hours, but it is also cost-effective. In these interviews, a spokesperson can quickly spread your organization’s message to targeted regions or throughout the country.

RMT’s also offer convenience of either being aired live on the day or offering flexibility by being pre-recorded. They can also have multiple airings. 

Many industries have been impacted by COVID-19, but the radio industry was one that was affected in a positive way. According to a study by Rodero in 2021, radio was proven to be an essential medium to staying informed during the crisis.

This trend is not only happening in the United States but in other countries as well, including the U.K. where Radiocentre recorded an increase in commercial radio listening of 1 hour and 45 minutes.

“Audio is hot right now and a must for marketers looking to reach increasingly elusive and fractured audiences,” remarked Bob Pittman, iHeartRadio’s CEO and chairman.

“If you look at the data, it’s undeniable that consumers are listening more and watching less and this study outlines when, where and why. Contrary to some misperceptions, it shows we are living in an audio-first world by drilling down a more granular overview of audio listenership and showing what a day-in-the-life of the average listener is like when it comes to media consumption.”

With many tools available when it comes time to let the world know what you do or what you are selling, radio is turning out to be one of the smartest vehicles to utilize for marketing campaigns. RMT’s especially may be a brilliant marketing tactic to consider if you have a message you need to spread to the world. 

Sources:

https://www.nielsen.com/us/en/insights/article/2020/staying-put-consumers-forced-indoors-during-crisis-spend-more-time-on-media/?utm_source=sfmc&utm_medium=email&utm_campaign=newswire&utm_content=3-25-2020

https://www.nielsen.com/us/en/insights/article/2020/radio-is-comfort-food-as-media-consumption-rises-amid-covid-19-pandemic/

https://www.statista.com/statistics/1105803/radio-listening-coronavirus-us/

https://phys.org/news/2020-12-coronavirus-pandemic-radio-proven-medium.html