The holiday shopping season is fast approaching, and radio is a prime vehicle for advertisers wanting to reach gift-buying decision-makers to create product awareness and offer specials and bargains.
Radio listeners are ideal holiday prospects, according to Katz Radio Group findings. The firm’s 2023 holiday study found that 85% of regular radio listeners (those who tuned in to AM/FM at least a few times each week) are celebrating the winter holidays and have more robust Christmas and Hanukah shopping lists than other consumers.
It's predicted that holiday shoppers will be spending nearly $1.59 trillion this year, with a focus on discounts and conservative gifting strategies. Additionally, studies show that consumers are getting a jump on purchases because of early discount offerings, such as Amazon Prime Days and Black Friday/Cyber Week deals. The five-day period, including Thanksgiving, Black Friday, and Cyber Monday, will make up the busiest shopping period this holiday season.
“Radio is a top-reaching medium for consumers throughout the year and delivers strong holiday listening levels during the tremendous shopping event that is Black Friday/Cyber Week,” Katz Media Group says in its study.
Consumers want flexibility to shop in-store or online, and on-air advertising messaging should amplify the convenience factor while optimizing the experience. Radio is a companion to consumers wherever they plan to shop, reaching them out-of-home, “where messaging is most actionable, driving both in-store and online traffic, and prompts consumer response,” the study says.
Additionally, recent Katz Radio Group studies within the liquor and jewelry categories show campaign success using AM/FM for key holiday brand categories.
A Katz Radio Group 2023 Holiday Music Study showed that brands that advertise on the radio during the holiday season, especially on stations playing holiday music, are tapping into high-reach, festive environments that resonate with consumers and maximize emotional connections.
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