Brad Kelly: Advertisers Having ‘Light Bulb Moment’ With Radio.

Radio’s ability to reach more consumers on a weekly basis than TV or smartphones has major brand marketers rediscovering its ability to connect with consumers. Advertisers are having a “light bulb moment” with radio, says Nielsen Audio managing director Brad Kelly in an interview with MediaVillage.

“Now, the pendulum is swinging towards radio and audio as a whole,” Kelly tells journalist Alli Romano, who has covered digital media, radio and broadcast and cable TV for industry publications including Inside Radio, Broadcasting & Cable, TVNewscheck.com and Multichannel News. “Billion-dollar advertisers are re-discovering the power of radio and how it can augment, supplement and amplify their campaigns.”

Consumer packaged goods giants have begun to funnel dollars back into radio– Procter & Gamble invested $6.7 million in radio in the first half of 2017, six times more than in the same period in 2016 according to Kantar Media. And that may only be the tip of the iceberg. “I don’t believe we’re done seeing dollars and advertising preferences shift,” Kelly says. “Much of the current thinking about how to best create brand awareness in today’s unbelievably crowded media world centers on reaching as many consumers as possible.”

Echoing comments he made in a Q&A with Inside Radio last week, Kelly uses the MediaVillage platform to explain the work Nielsen is doing to get better radio data flowing into the complex marketing mix models that help determine how billions of ad dollars are spent. “These new capabilities enable a much deeper understanding of how and why radio advertising works,” Kelly says. That’s occurring against a backdrop of marketers voicing concerns about digital ad transparency.

Meanwhile, to accommodate an expanding menu of digital alternatives, Americans are spending more time with media than ever – 80 hours per week, up from 50 hours a week in 2002. This changing dynamic presents a challenge for all broadcasters and content creators, Kelly says. “The importance of cutting through and creating compelling content only increases,” he says. “There has never been more audio available, and radio as the original audio provider is uniquely positioned to continue delivering content that cuts through.”

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