Report: Radio Station Personality Ads Help Drive Trust

Findings from RAB’s Finding Consumer Trends Report show that when consumers are determining their next home improvement project, radio ads influence that decision. Also, listener trust is positively influenced when a favorite radio station personality promotes a particular home improvement project or service – especially among 18-34 year olds.

“The findings from the survey demonstrate radio’s ability to persuade and influence behavior,” stated Erica Farber, RAB President and CEO.  “With 75% of the survey respondents being homeowners, it’s clear that radio is a key medium for home improvement companies and services to reach their target audience.”

Conducted from October 29 to November 19, 2013, this F.C.T. Report survey queried over 12,300 respondents aged 18+ about their home improvement plans, timelines and estimated budgets.  Of those surveyed:

• 30% plan on starting their home improvement project in the next six months.
• Kitchens and bathrooms are the top 2 inside home improvement projects regardless of respondent age group or gender.
• By far, the top outdoor project is the addition of a patio or deck.
• The majority of respondents are do-it-yourselfers.

While the majority of respondents view themselves as do-it-yourselfers, a large portion also engages a local contractor to complete the project.  When it came to contractor selection, reputation is the most important consideration, outweighing cost and surprisingly online reviews.

“The information from this report provides RAB members with the information they need to drive sales for their stations,” stated Ruth Presslaff, President, Presslaff Interactive Revenue.  “The identification of consumers' home improvement goals and preferences is certain to open doors for radio sellers and create a dialogue with local home improvement businesses and services."