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Radio Is the Relaxation Medium for Swimming Pool, Hot Tub and Spa Lovers.


Summer is for relaxation and motivates many households to purchase a swimming pool, hot tub or spa. Radio completes the relaxation so many seek, splashing in a pool or letting the heat of a hot tub or spa soothe the muscles and relieve stress and anxiety.


According to Aqua magazine’s annual State of the Industry reports, the frantic pace of sales in this consumer vertical since 2020 has moderated. Fewer leads are coming from low- to middle-income households while project leads from more affluent customers haven’t changed much.


Analysis of data from The Media Audit’s 49-market 2021 Aggregate Report supports this trend. Four categories of affluent households who were planning to install a pool, hot tub or spa during the next 12 months over-indexed for heavy exposure to radio (180+ minutes during an average day).


· Affluent Baby Boomers with a household income of $250,000+ and various financial assets, such as stocks, savings and CDs – 118

· Affluent working women with a household income of $75,000+ – 112

· Young adults, 18–34, with a household income of $100,000+ – 105

· Affluent Full Nesters with a household income of $75,000+ and children at home – 103


Another set of data points from The Media Audit clearly shows radio, compared to TV, is the reach medium for dealers and builders of pools, hot tubs and spas to engage with those planning to install these products. Adults 18+ over-indexed at 173 for heavy exposure to radio while they under-indexed at 78 for heavy exposure to TV (300+ minutes during an average day).


Radio, therefore, is the best reach medium to target this consumer audience, but dealers’ and builders’ ad dollars will be more effective with a media mix. Interestingly, TV over-indexed as a secondary medium as well as the Internet and social media.


Pairing radio with TV, the other reach medium, could be a good idea. Social media, however, is likely to be more effective because it’s the medium of choice for younger adults and is more likely to be another “relaxation medium” for the pool, hot tub and spa crowd.


The next table of insights from The Media Audit’s 49-market 2021 Aggregate Report indicates those planning to install a pool, hot tub or spa and who were heavily exposed to radio all over-indexed for the primary social media platforms.


Aqua magazine’s annual reports also indicated 70% of retailers in this vertical said their business was stronger during 2021 and 49% of builders/contractors were optimistic about 2022 sales. Radio is the medium that will help them reap the rewards of their strength and optimism.

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