5 Strategies Unveiled To Successfully Advertise In Local Audio

With the shift of TV audiences to advertising-free video platforms, local advertisers are turning to audio to build their brands and drive sales. This week’s CUMULUS MEDIA | Westwood One Audio Active Group blog outlines five strategies to help build a successful local audio plan.

 

• Allocate the budget to align with how people use audio: A well-balanced audio campaign puts 63% of the budget into over-the-air AM/FM radio and 11% into AM/FM radio streaming. 26% of the budget goes to a combination of pureplay streaming and podcasts.
• Determine the monthly campaign objective (minimum, maintenance, high impact, or launch/grand opening) and budget accordingly: To determine the monthly budget, multiply the market cost per point against the GRP levels. In a market with a $10 cost per point, the minimum monthly campaign would be $2,000. The grand opening campaign would be $5,000 per month.
• Align impressions and media weight with listening by time period to get the largest possible campaign reach: Per Nielsen, 60% of AM/FM radio listening occurs outside of morning and afternoon drive. Spread media weight across all days and dayparts. About a quarter of media weight should run in middays. Place 20% of the budget respectively into weekends, mornings, and afternoons. 8% goes to nights and 5% to overnights
• Find the right audience with AM/FM radio programming formats: While the audience composition of TV shows can vary widely, AM/FM radio station programming formats are very cohesive, appealing to the same audience around the clock. Find the AM/FM radio programming formats that match your target using either median age, total reach, gender skew, presence of children, or household size.
• Based on the marketing objective, determine the weekly number of ads to run on a station from four types of schedules (very light, light, medium, or heavy): A very light station schedule reaches one-third of a station’s audience an average of 1.4 times. A light schedule reaches half of a station’s audience two times. A medium schedule reaches two-thirds of a station’s audience three times. A heavy schedule reaches 78% of a station’s audience 4.3 times.

Click here to view an 8-minute video of the key findings.