Today, Katz Media Group clients will be receiving a new Radio Insights piece from Director of Radio Station Solutions, Lisa Cirigliano. The focus of the piece is a reminder of how crowded the roads will be during the upcoming Thanksgiving holiday travel season, and how powerful radio is at targeting those drivers all over the roads.
An estimated 48.7 million Americans traveled more than 50 miles over Thanksgiving last year, and nine out of 10 did so in cars. One-hundred-and fifty-four million consumers will also start shopping during Thanksgiving weekend.
Cirigliano writes that radio maintains strong audience levels throughout the holiday weekend. “Radio reaches more than eight out of 10 of the typical audience on these atypical days – and nine out of 10 on the important shopping days of Black Friday, Small Business Saturday, and Cyber Monday. Looking back at 2016, the extended holiday weekend started off strong on Wednesday the 23rd, reaching +4% more listeners than the average day. Radio retained 83% of its average audience on Thanksgiving Day, then rose to 91% on Black Friday and 90% on Small Business Saturday. Radio reached 86% of its audience on Sunday and over-indexed again on Cyber Monday, reaching +3% more listeners than average.”
Katz Media Group wants to remind sellers all over the country how powerful radio is at delivering an advertiser’s message so close to the point of purchase. “It makes radio a natural choice for retailers wanting to communicate holiday weekend promotions. What makes it an even better choice is radio’s proven impact in driving sales. Across the retail category, advertisers see an average $16 return for every $1 invested in AM/FM radio.”
For more information on this Radio Insights piece, contact Jennifer Savage at [email protected]
Sources: Nielsen Daily PPM Cume Trend 2016, P6+; AAA NewsRoom Nov/2016; National Retail Federation 2016/2017 Holiday Planning Playbook; Nielsen Studies 2014-2016 Dept. Stores/Mass Merch.
