RAB Advertising & Prospecting Activity Indicator Report

Transcription

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 Highest Monthly Sales Categories from RAB Top 40 Business Survey Miller, Kaplan, Arase & Co., LLP Ad Spending By Category 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 member stations for information through our Instant Background services for the week November 23-November 29, 2015: Advertiser Category Source: RAB.com, Instant Backgrounds, Top 10 Page Views (Weekly) % of Top 10 RAB Observations Home Improvement/Hardware Stores 38% Consumers winding up this year s home building, home improvement, remodeling, and redecorating projects in advance of holiday season Auto Dealers 11% Dealers promote Black Friday sales Employment/Recruitment Services Industry 08% U.S. employment market continues to gain momentum Fitness Centers/Gyms 08% Americans increasingly dedicated to working out for health, fitness HVAC (Heating/Air Conditioning) 07% New installations, maintenance, repairs all popular as consumers transition from summer to winter needs Real Estate 06% Home sales on the rise as economy continues to improve; rental market is also hot in many markets Family and Fine-Dining Restaurants 06% Alternatives to Thanksgiving dinner at home Jewelry Stores 06% Gift items for holidays promoted Dentists 05% Healthy mouth maintenance; orthodontia, whitening, cosmetic dentistry Lawn and Garden 05% Seasonal needs vary by region; holiday trees and decorations 1

2 RAB Co-op Categories RAB received the most requests from member stations for information through our Co-op service for the week of November 23-November 29, 2015: Category Advertiser Heating, Air Conditioning & Plumbing % of Top 10 RAB Observations 12% New installations, maintenance, repairs all popular as consumers transition to winter needs Automobile Accessories 10% Consumers maintain aging vehicles in safe, roadworthy condition, upgrade equipment with higher tech accessories if available Automobiles & Trucks 09% Time to clear out 2015 stock, intro 2016 model year product Building Materials & Construction 09% Consumers winding up this year s home building, home improvement, remodeling, and redecorating projects in advance of holiday season Lawn & Garden 08% Seasonal needs vary by region; holiday trees and decorations Flooring, Carpet & Ceilings 06% Consumers winding up this year s home building, home improvement, remodeling, and redecorating projects in advance of holiday season Farming Equipment & Supplies 06% Seasonal activity Guns & Accessories 05% Americans increasingly arming themselves for sport, self-protection Jewelry, Watches, Clocks 04% Gift items for holidays promoted Other 31% N/A Source: RAB.com, Co-op, Page Views (Weekly) 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 November 23-November 29, 2015: Account Parent Company Category The Home Depot The Home Depot USA, Inc. Retail; Home Improvement Walgreens Walgreen Co. Retail; Pharmacy iheartradio iheartmedia, Inc. Media; Entertainment AT&T Wireless AT&T, Inc. Telecommunications Kohl s Kohl s Corporation Retail GEICO Berkshire Hathaway, Inc. Insurance Verizon Wireless Verizon Communications, Inc. Telecommunications Lowe s Lowe s Companies, Inc. Retail; Home Improvement McDonald s McDonald s Corporation Restaurant MetroPCS T-Mobile USA, Inc. Telecommunications Source: MediaMonitors Spot Ten National Radio Report (Weekly) RAB Observations on Media Monitors National Spot: The majority of advertising in the past week was focused on Thanksgiving weekend selling and the kickoff of the holiday shoppping season. Retailers The Home Depot, Walgreens, Kohl s, and Lowe s ran specials geared to getting consumers into stores, while AT&T Wireless, Verizon Wireless and MetroPCS offered deals on equipment and competitive pricing on data plans. iheartradio affords digital audio options to consumers. GEICO targets cost-conscious consumers in need of comprehensive auto and property/casualty insurance coverage. McDonald s wants to attract busy shoppers with an array of fast-food choices. Although some of these specific advertisers may not be present in your market, you can point out to a local hardware dealer that Home Depot ran more spots on Radio than any other national advertiser; what works for Home Depot should be good for local retailers and contractors in this broad category. 3

4 TOP 40 BUSINESS SURVEY Among Radio s top advertiser categories, the following businesses post high percentages of sales in November, December, and January. Ranking based on highest percentage of sales in month (versus other categories). DECEMBER Business Category % of Annual Business in Month Jewelry Stores 19.9% Department Stores 15.1% Consumer Electronics 14.1% Discount Stores 13.4% Factory Outlets 13.3% Computer/Software Stores 13.1% Men s Wear Stores 13.0% Sporting Goods Stores 12.7% Book Stores 12.4% Life Insurance 12.1% JANUARY Business Category % of Annual Business in Month Book Stores 13.3% Office Supply Stores 9.6% Specialty Clothing Stores 8.5% Auto Dealers (Used) 8.3% Drug Stores 8.3% Consumer Electronics 8.2% Pet Supply Stores 8.2% Supermarkets 8.2% Auto Repairs 8.1% Mobile Home Dealers 8.1% Furniture Stores 8.0% FEBRUARY Business Category % of Annual Business in Month Florists 10.5% Auto Dealers (Used) 9.2% Real Estate (New Homes) 9.0% Jewelry Stores 8.4% Office Supply Stores 8.3% Consumer Electronics 8.2% Specialty Clothing Stores 8.1% Auto Dealers (New) 8.0% Drug Stores 8.0% Source: RAB Top 40 Business Survey Monthly percentage of category s yearly business in applicable month. 4

5 MILLER, KAPLAN, ARASE & CO., LLP - AD SPENDING BY CATEGORY UPCOMING HOT CATEGORIES Data from Miller, Kaplan, Arase is received by RAB approximately six weeks following the reporting period. Advertisers in the following key categories INCREASED spending in January 2015 in comparison to their December 2014 expenditures: Advertiser Category 1/15 vs. 12/14 % Increase RAB Observations: Personal Fitness & Weight Centers +102% Selling to the new year s resolution market Hotel/Motel/Resort/Tours + 97% Travel options for winter vacations Education + 50% Online colleges; college recruitment; tutoring services Television/Networks/Cable Providers Real Estate/Retirement Communities + 45% Programming specials, sports events promoted + 29% Real estate market picks up with improving economy; aging Americans evaluate housing options Sporting Events/Expos/Shows + 23% College and pro sports events; sporting exhibitions; fairs and expos featuring autos, real estate/home improvement, other Drug Stores/Pharmaceuticals + 13% Drugs, other treatments/preventive options for winters colds and flu, other ailments Health Care + 06% Health care practitioners, facilities target people for health maintenance services, address winter ailments Home Improvement + 06% New projects pick up after holidays Heating/Ventilation/Air Conditioning/Plumbing + 04% Repairs and new installations required as the winter s worst weather arrives; pre-sell A/Cs now for spring needs Source: Miller, Kaplan, Arase & Co. X-Ray Markets Composite (Monthly) (The 35 market X-Ray pool may not be indicative of industry results as a whole) Advertisers in the following key categories INCREASED spending in February 2015 in comparison to their January 2014 expenditures: Advertiser Category 2/15 vs. % RAB Observations: 1/15 Increase Transportation +102% Airlines, rail and bus travel promoted for business, leisure Specialty Retail + 96% Promos for Valentine s Day, Presidents Day sales Jewelers/Clocks/Pawn Shops + 93% Valentine s Day promotional advertising Appliances & Electronics + 93% Post-holiday is key selling period for this segment Lawn & Garden + 79% Seasonal advertising Communications/Cellular/Public Utilities Television/Networks/Cable Providers Amusement/Theme Parks/Museums + 76% Telecoms compete for consumers with plans, new phones; utilities advertise cost-saving services, tips on energy use + 37% Sports programming, new and returning show promos + 31% Options for winter travel, spring break planning Beverages + 31% Year-round top advertiser category Foods + 29% Winter comfort foods, supplies for Super Bowl parties, etc. Source: Miller, Kaplan, Arase & Co. X-Ray Markets Composite (Monthly) (The 35 market X-Ray pool may not be indicative of industry results as a whole) 5

6 PROMOTIONAL OPPORTUNITIES These promotional events listed in Chase s Calendar of Events can be used to attract promotional or non-spot dollars -- monies that are not traditionally allocated to a broadcast schedule -- to your station: JANUARY New Year s Day (1/1) Get Organized Month National Volunteer Blood Donor Month Teen Driving Awareness Month Diet Resolution Week (1/1-1/7) Radio Broadcasting 116 th Anniversary (1/13) Martin Luther King Anniversary Observed (1/18) FEBRUARY American Heart Month National Black History Month National Pet Dental Health Month Wise Health Care Consumer Month Spay/Neuter Awareness Month Women s Heart Week (2/1-2/7) Groundhog Day (2/2) Valentine s Day (2/14) National Donor Day (2/14) Presidents Day (2/16) Source: Chase s 2015, 2016 Calendars of Events (Monthly) RAB Observations on Promo Opportunities: While holiday (Chanukah, Christmas, Kwanzaa) tie-ins will prevail through December, there s also a great opportunity to educate and motivate your audience about the need to be sober behind the wheel, as this is National Impaired Driving Prevention Month (formerly National Drunk & Drugged Driving Prevention Month). Feature a contest to honor local salespeople at retailers, auto dealers, real estate agencies, and all other businesses on the 4 th. More consumers have discovered pawnshops over the past several years; target these businesses that provide valuable lending and retail services with a special nod on National Pawnbrokers Day, December 6. Boxing Day the day after Christmas has become an important data for retailers as consumers redeem gift cards, spend cash gifts or take advantage of post-holiday sales. Hearts are spotlighted in February with American Heart Month and Valentine s Day (which coincides with National Donor Day promoting organ donation); this affords many chances for cause marketing to join hands with fun contests and events. Insurers and health care facilities and providers will welcome the opportunity to address consumers during Wise Health Care Consumer Month. Not to overlook the health of our furry friends, tie in local veterinarians, pet shops and shelters about promoting National Pet Dental Health Month and Spay/Neuter Awareness Month. Host an early morning event to see your shadow (or not) with local restaurants providing refreshments, or play on the theme of Groundhog Day, the movie. Celebrate America s African-American heritage with Black History Month vignettes, events or promos; and remind everyone that Presidents Day celebrates two of our country s greatest leaders (aside from being a major retail sales event!) 6

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