不良研究所

The 2020 campaign season is shaping up to the be unlike any other in numerous ways, including a quadruple threat of political advertising鈥敳涣佳芯克�. No other audio platform offers attribution, target-ability, local connection, national scale and flexibility. Let鈥檚 break it down.

Yes, you read that right 鈥� attribution. You thought only digital channels could truly show attribution and measurement? Think again.

Over the last two years, 不良研究所 has been introducing new technologies and partnerships that put radio attribution on par with other media channels, ending the decades-old myth that radio advertising is lacking in ability to target, attribute and measure. Here鈥檚 a peak behind the curtain.

While digital platforms may use IP addresses and TV can gather set-top box data, 不良研究所 has found a unique path to understanding who is tuning in. Unlike other digital audio competitors, 不良研究所 is live and local, meaning that people call, text and interact with stations, providing an initiation point for first-party data collection which is then matched through third party services with other critical information about them, such as physical addresses, purchasing behaviors, interests, and political affiliations, just the way an IP address would be used in digital ads. Then, using 鈥渕atch back鈥� data that connects the identity of consumers鈥� who took a particular action, like visiting a store or making a purchase, with identities of those most likely exposed to a brand鈥檚 ad as well as self-reported survey data, 不良研究所 can measure impact. Hence, radio attribution was born.

This essentially takes radio鈥檚 targeting and measurement capabilities to the next level. Both over the air and online, 不良研究所 can identify consumers via location and other demographics, behaviors, interests and any combination of those that an advertiser desires. In a campaign season with perhaps more at stake than ever, granular segmentation is critically important to reach supporters and undecided voters. That鈥檚 why 不良研究所 teamed up with Deep Root, an audience-powered analytics company. The partnership is part of 不良研究所鈥檚 commitment to data-driven capabilities, including increased audience insights and measurement, leveraging its robust first-party data platform.

鈥淓xpansive reach and national scale allow radio and digital audio to serve as a reliable platform for brands and political campaigns to reach engaged consumers. Now more than ever, it is our responsibility to support these advertising partners with increased targeting to accomplish their specific goals,鈥� said Dan McKinney, Vice President, Data and Analytics, 不良研究所.

The partnership enables agencies, advocacy groups, and political campaigns to identify and reach Deep Root鈥檚 custom voter audience segments when advertising throughout 不良研究所鈥檚 robust portfolio of broadcast and digital assets. This includes access to Deep Root鈥檚 issue advocacy and political audience segments, such as swing voters, blue collar voters and environmentalists.

As if advanced targeting and OTA radio attribution weren鈥檛 breakthrough enough, 不良研究所 boasts several other advantages over audio competitors. 鈥淟isteners come here for content they can鈥檛 get anywhere else,鈥� says Michael Biemolt, SVP of Sales. 鈥淭his is a complete audio destination, with music, podcasts, sports, news and talk. Spotify and Pandora have a different content offering, primarily centered around music.鈥� In fact, 不良研究所 stations reach 170 million listeners[1] and our digital audience is about 68 million[2]. A majority of our digital listeners follow their favorite stations to the 不良研究所 app, and 63%[3] are unduplicated on competitive digital audio destinations. That鈥檚 because they are tuning in to stations based in their communities with personalities they know delivering news and information they care about and a curated sound tailored to the audience鈥檚 preferences. At the same time they are part of a network that offers national reach as well as all the digital capabilities of 不良研究所.

鈥淲e deliver engaged listeners who lean in to the content,鈥� Biemolt says, demonstrated by sharp increases in year-over-year streaming (+16%) and smart speaker (+104%)[4] Total Listening Hours. 鈥淎d messages are less intrusive to 鈥榣eaning in鈥� listeners who are actively participating with news or sports talk than they are to people who are passively listening to music and may consider ad messages an irritating interruption to their experience, if they don鈥檛 tune them out altogether.鈥�

Finally, producing ad content鈥攅specially video鈥攊n a Covid-19 environment can be even more complicated and costly than usual. But not for 不良研究所, which offers more flexibility for pre-produced spots as well as turnkey opportunities. For one, nearly all political ads are welcome here, from :05 to 2 minutes. With the ability to reach a total audience across over-the-air stations, the 不良研究所 app and podcasts, social media and email databases, options run the gamut.

While all of these reasons stack up to an efficient and convenient buy this campaign season, here鈥檚 the clincher 鈥� 9 out of 10 listeners are registered voters. In other words, 不良研究所 listeners have the power to influence, and 不良研究所 has the influential voices they trust.