RAB Partners With Provoke Insights To Research Key Ad Categories.

After participating in a few Radio Advertising Bureau webinars during the past year, market research firm Provoke Insights has formed a partnership with the radio advocacy group. The alliance will focus on giving broadcasters knowledge and insights into the consumer mindset across key ad categories along with a better understanding of audio’s role in shopping behaviors.

Working together, the two groups say they will present new primary research on a quarterly basis reflecting consumer sentiment in such categories as travel, fitness and others that are important to radio. The quantitative research is intended to help RAB members in their prospecting efforts with local, regional and national advertisers and give them the info they need to highlight the value of reaching radio listening consumers.

With each new study, RAB and Provoke Insights will present key findings in an RAB live presentation and make the research available on RAB.com.

“Carly and her dedicated team at Provoke Insights have their finger on the pulse of the consumer,” RAB President and CEO Erica Farber said in a news release. “We are excited to be able to bring forth this knowledge and expertise to the radio community with a more dedicated focus on the radio listener and what it means for advertisers.”

The two entities will present their first joint effort at the NAB Show on April 24 in Las Vegas with a session titled “VBR – The Valued Business of Retail.”

“We’ve built our business with a specialization in advertising and branding, enabling advertisers to better understand their customers,” said Carly Fink, President, Head of Strategy & Research, Provoke Insights. “Taking it one step further and combining our expertise with media consumption insights, specifically radio, enables us to better help broadcasters in partnering with their advertising clients.”