Radio Advertising

How do I reach people who are ready to shop?

July 08, 2020

As the COVID-19 pandemic continues, consumers are adapting to a new normal. Many markets in the United States have slowly started opening back up, and a large percentage of people want to get back to buying products and services.

This is great news for small businesses, but you’ll want to be careful about how and where you spend your advertising dollars. Now more than ever, it’s important to ensure that you’re reaching the right people at the right times, making sure every dollar counts. 

As customers start to venture out more, what’s the best way to reach them? Radio.

Radio Listeners Want to Shop

Based on recent data, there is a sense of optimism amongst Heavy Radio Listeners regarding shopping. Heavy Radio Listeners have approximately 10-50% higher intent to spend than the average adult across many categories within two weeks following the ease of COVID-19 restrictions. And, iHeartRadio Listeners’ intent is even higher — a whopping 50-100% higher. Some of the activities include going to movie theaters, salons, coffee shops, restaurants, and department stores.

Activities people intend to do once COVID-19 eases in their areas

When asked about what they plan to spend more money on once restrictions are eased in their area, iHeartRadio Listeners over-index for spending across key categories within the first two months. These categories include home improvement, automotive, food & beverage, professional services, and travel.

Chart showing key categories that iHeartRadio listeners over-index for spending

Simply put, radio will connect you to the right audience. This is a great time to let your customers know if you’re available for business, have any special offers, or made business operation changes.

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Source: Custom Nielsen study conducted April 30-May 2 via an online survey, based on a weighted sample of 1,000 adults 18+; iHR User COVID-19 Survey (May 2020, n=312)

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