RAB Advertising & Prospecting Activity Indicator Report

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Frederick Clarke
6 years ago
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1 A tool designed to help identify advertising categories for new business prospecting. This indicator report has been developed by monitoring and summarizing advertising and prospecting activity from various RAB sources including: RAB Instant Background Report Requests RAB Co-op Categories Queries Media Monitors Spot 10 National Radio, Cable Networks and TV Highest Monthly Sales Categories from RAB Top 40 Business Survey Promotional Calendar The information from each source is the most current available to RAB at the time of the publication of this report and is updated on a weekly or monthly basis as indicated in the source line for each data set. RAB INSTANT BACKGROUND REPORTS RAB received the most requests from February 26 March 4, 2018: Advertiser Category % of Top 10 Source: RAB.com, Instant Backgrounds, Top 10 Page Views (Weekly) RAB Observations Auto Dealers 15% Industry looking to capitalize on year-end sales Dentists 13% Targeting new patients and promoting services to current ones Legal Services 12% Messaging to consumers who plan on using attorney or require legal advice Financial Institutions 10% Industry communicating savings, checking and credit options Real Estate 10% Homeowners taking advantage of active real estate market Lawn and Garden 10% Targeting those who need tools and products for their landscaping needs HVAC (Heating / Air Conditioning) 8% Reminding consumers who to call for maintenance and repair Food Retailing 8% Reaching out to consumers for upcoming summer meal options Auto Service and Repair 7% Industry targeting vehicle owners for spring maintenance Apartments and Rental Real Estate 6% Targeting those in market to rent/lease new apartment or property 1

RAB Co-op Categories RAB received the most requests from member stations for information through our Co-op Service desk for the week of February 26 March 4, 2018: Advertiser Category % of Top 10 RAB

2 RAB Co-op Categories RAB received the most requests from member stations for information through our Co-op Service desk for the week of February 26 March 4, 2018: Advertiser Category % of Top 10 RAB Observations Farming Equipment & Supplies 10% Ag market invests in state-of-the-art equipment; general supplies required year-round Automotive Accessories 9% Consumers want to keep vehicles safe or add aftermarket products/accessories Lawn & Garden 9% Targeting those who need tools and products for their landscaping needs Building Materials & Construction 8% Surge based on increased demand for housing, home renovations Motorcycles & Snowmobiles 8% Opportunities for outdoor motor sports Boating, Accessories & Supplies 6% People who preparing for the upcoming season Flooring, Carpets & Ceilings 5% Increases in updating homes Heating, Air Conditioning & Plumbing Automobiles & Trucks 4% Year-end sales incentives Hardware 4% Targeting home DIYrs Other 32% Source: RAB.com, Co-op, Page Views (Weekly) 5% Reaching home owners reminding them of the importance of maintenance during seasonal changes 2

3 MEDIA MONITORS SPOT 10 NATIONAL RADIO ADVERTISERS Media Monitors reports the most-played commercials for national advertisers on the top-rated Radio stations in major markets the week February 26 March 4, 2018: Account IHeartRadio GEICO iheartradio Music Awards Indeed US Dept Of Transportation Walgreens AutoZone ebay L Oreal Hair Products Category Media & Entertainment Entertainment Career Website Government Retail: Pharmacy Retail: Automotive Internet:E-commerce Consumer Product Goods Macy s Department Stores Source: Media Monitors Spot Ten National Radio Report (Weekly) RAB Observations on Media Monitors National Radio: IHeartRadio is reaching music and radio fans promoting their offerings and concerts. GEICO is trying to reach cost-conscious consumers in need of comprehensive auto or property/casualty insurance coverage. IHeartRadio Music Awards Promoting the Award show. Indeed is advertising to job seekers, as well as job posters. U.S. Dept. of Transportation is reminding consumers about safety while on the roads Walgreens is promoting weekly deals. AutoZone targets those who are interested taking care of auto service and repair. ebay is reminding consumers of how they can get cash for some of their unused products. L Oréal is promoting its cosmetics and hair care lines. Macy s is promoting seasonal sales. 3

4 MEDIA MONITORS COMPETITIVE INSIGHTS FOR CABLE NETWORKS Media Monitors reports the most-played commercials for national advertisers on Cable Networks and Television stations providers in major markets the week February 26 March 4, 2018: Account GEICO Progressive State Farm Liberty Mutual Trip Advisor Burger King T-Mobile Death Wish Sprint Category Travel Restaurant Wireless Phones Movie Wireless Phones Letgo Local Buying and Selling APP Source: Media Monitors Spot Ten National Cable Report (Weekly) RAB Observations on Media Monitors Competitive Insights in Cable: GEICO, Progressive, State Farm, and Liberty Mutual are all targeting the same audience and communicating the advantages of their services. Trip Advisor is promoting traveling for this summer. Burger King is targeting consumers who are looking for fast meal options. T-Mobile and Sprint are promoting unlimited family plans. Death Wish is promoting their recently released film. Letgo advertising a Local buying and selling APP. 4

5 MEDIA MONITORS COMPETITIVE INSIGHTS FOR TELEVISION Media Monitors reports the most-played commercials for national advertisers on Television stations providers in major markets the week February 26 March 4, 2018: Account Category GEICO Target Retail: Consumer Goods Progressive Ford Dealer Association Automotive Sprint Wireless Phones Chevrolet Dealer Association Automotive Rooms To Go Retail: Furniture Tide Consumer Goods McDonald s Restaurant Toyota Dealer Association Automotive Source: Media Monitors Spot Ten National Television Report (Weekly) RAB Observations on Media Monitors Competitive Insights in Television: GEICO and Progressive are communicating the advantages of their services Target is promoting holiday sales events Ford Dealer, Chevrolet, and Toyota Associations is showing new 2018s Sprint is promoting unlimited family plans Rooms To Go is promoting their 27th Anniversary Sale Tide is promoting their new Tide Pods McDonald s is promoting their Big Mac s 5

6 TOP 40 BUSINESS SURVEY Among Radio s top advertiser categories, the following businesses post high percentages of sales in these specific months. Ranking based on highest percentage of sales in month (versus other categories). FEBRUARY Business Category % of Annual Business in Month Florists 10.7% Auto Dealers (Used) 9.4% Real Estate (new Homes) 8.5% Jewelry Stores 8.4% Office Supply Stores 8.2% Full Service Restaurants 7.8% Drug Stores 7.8% Auto Parts Stores 7.7% Auto Repairs 7.7% Consumer Electronics 7.7% Health/Personal Care Stores 7.7% Shoe Stores 7.7% Supermarkets 7.7% Tire Dealers 7.7% MARCH Business Category % of Annual Business in Month Auto Dealers (Used) 9.5% Optical Goods Stores 9.0% Real Estate (New Homes) 9.0% Auto Dealers (New) 8.7% Auto Parts Stores 8.7% Nightclubs/Bars 8.7% Tire Dealers 8.7% Women s Wear Stores 8.6% Shoe Stores 7.7% APRIL Business Category % of Annual Business in Month Law & Garden Stores 11.8% Real Estate (New Homes) 9.7% Building Supply Stores 8.9% Auto Dealers (Used) 8.8% Hardware Stores 8.8% Men s Wear Stores 8.7% Mobile Home Dealers 8.6% Women s Wear Stores 8.6% Source: RAB Top 40 Business Survey 2017 Monthly percentage of category s yearly business in applicable month. 6

PROMOTIONAL OPPORTUNITIES These promotional events listed in Chase s Calendar of Events can be used to attract promotional or nonspot dollars -- monies that are not traditionally allocated to a

7 PROMOTIONAL OPPORTUNITIES These promotional events listed in Chase s Calendar of Events can be used to attract promotional or nonspot dollars -- monies that are not traditionally allocated to a broadcast schedule -- to your station: MARCH Music in Our Schools Month Women s History Month Check Your Batteries Day (3/11) Daylight Saving Time (3/11) Termite Awareness Week (3/11-3/17) St. Patrick s Day (3/17) National Goof-Off Day (3/22) National Mom & Pop Business Owners Day (3/29) National Animal Poison Prevention Week (3/19-3/25) APRIL April Fool s Day (4/1) Distracted Driving Awareness Month National Lawn Care Month National Deep Dish Pizza Day (4/5) National Beer Day (4/7) Easter Sunday (4/1) National Stress Awareness Day (4/16) Administrative Professionals Week (4/23-27) Take daughters and sons to work day (4/26) Source: Chase s 2018 Calendar of Events (Monthly) RAB Observations on Promo Opportunities: March is Music in Our Schools Month which hopes to increase awareness of the importance music education as part of a balanced curriculum. It is also Women s History Month which recognizes the generations of women who have left enduring imprints in history. March 11 is a day set aside for consumers to check batteries in smoke detectors, carbon monoxide detectors, etc. (also when Daylight Savings Time begins). Keeping pests at bay is difficult so team up with local pest control companies and hardware stores during Termite Awareness Week but keep in mind that some pesticides can be dangerous to pets. Target veterinarians and pet stores during National Animal Poison Prevention Week. Everyone is Irish on St. Patricks Day, March 17 celebrate and wear green. Have fun with national Goof-Off Day first observed in 1976 as a way of relaxation and for some good-humored fun. Take time and recognize those special husband-and-wife owner teams in your listener s community what work and live together. The month kicks off with April Fool s Day. It s also Distracted Driving Awareness month a great opportunity for insurance companies and auto dealers to create a promotion. Reach out to gardeners and home improvement companies as April is National Lawn Care Month. With National Deep Dish Pizza Day and National Beer Day just days apart, whet appetites by working with franchises and local pizzerias as well as beer distributors. Everyone experiences stress have some fun by getting listeners to find ways to de-stress going to spas, gyms, etc. Show those that work hard and take the week to highlight all they do during Administrative Professionals Week and get those kids involved. 7

2019 Lavender Listings Order Form Phone: Fax:

2019 Lavender Listings Order Form Phone: Fax: Your Business Name (required): I AM A RETURNING ADVERTISER AND I WANT TO ORDER THE EXACT SAME PRINT and/or ONLINE AD(s) USING THE EXACT SAME AD AS LAST YEAR If you check this box, then skip to the last