Radio offers brands festive, engaging, and wildly popular environments during the holiday season. Stations that flip to all holiday music stand to see massive increases in listenership - a sampling of stations in top 10 markets saw an average cume increase of +46% last year (Nielsen PPM data). But what about brands? Can audio advertisers benefit from a holiday flip of their own regarding their ad creative? Katz surveyed adults across the U.S. in December to see how different versions of audio creative resonated with them during the holiday season.
IT'S THE MOST WONDERFUL TIME FOR BOOSTING CREATIVE
The holiday season is renowned for consumers' joyful consumption of all things festive - experiences, media, food, and goods - and the holidays offer an advantage for brands that tap into this enjoyment. Katz found that 7 in 10 adults enjoy this time of year "very much," and believe it is a good idea for brands to embrace it as well. 72% of consumers feel that advertising is more effective when a holiday theme is added.
HOLIDAY THEMES INCREASE BRAND CONSIDERATION
Katz tested two versions of audio ads for advertisers from financial, insurance, recruitment, and specialty retailer/service provider categories in order to compare the impact of generic, non-holiday themed ads to those with holiday elements, such as music or sound effects. Results showed that while every tested ad improved brand consideration, ads that incorporated “holiday spirit” into the copy averaged a +27% boost in effectiveness.
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