November 10, 2022
Radio
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The year 2022 confirms: The radio market is adapting quickly
Despite the crisis, the radio industry has been the least affected as foreign brands have withdrawn from Russia. The radio advertising market has become more balanced, with market shares now evenly distributed between five categories: Medicine and Pharmaceuticals, Financial Sector, Real Estate, Retail, and Automotive. In addition, the flow of new clients from FMCG and Education is increasing.
The public sector has also had a significant increase in its share. Radio has once again shown that it is a medium that can adapt rapidly with its quick reaction to the changing situation, the redesign of commercial material, and quick time to air.
The top national-level clients have been joined by advertisers Arnebia, Chery Automobile, Rosbankrot, Lamoda, and Sutochno.ru. The local ad block now includes Mildronate, Yasny Vzor, Samokat, PIK, and Apteka.ru. The radio market has added a new segment, Furniture Retail, which is represented by brands such as Divan Boss and Mnogo Mebeli.
The industry continues to develop new audio formats that can be smoothly consolidated into a unified product for placement on various platforms. Radio stations have been scaling up their special projects to ensure that clients can seamlessly transition between platforms.
Advertisers have also enhanced their focus on the podcast industry, a trend which has been noticeable for several years. Gazprom-Media Radio and the Gazprom-Media Sales House have already proven themselves as successful producers of children’s food podcasts in the segment.
We continuously monitor the effectiveness of radio as a channel of advertising communication with the audience. The holding has collected enough case studies over several years to confirm that it is effective. The key tools used in this research are the evaluation of the cross-media effect with TV, the measurement of conversion in various segments (Medicine, Finance, and Real Estate), the synchronization of the releases of radio and digital outdoor advertising, as well as multiple ad hoc studies.
Assessing the medium’s capability for calls to action requires that consumer surveys be conducted on an ongoing basis. To better understand an audience’s needs, it is also practical to gather data on the participants in projects, and this enables us to create the most outstanding advertising campaigns.
We can obtain valuable insights for the analysis of radio media activity by harnessing new approaches to post-campaign evaluation, as well as by using digital measurements for listens to advertising on mobile and desktop devices, audiometric panels, and survey methods.
Although the radio segment lags a little behind TV, it demonstrates significant outreach and audience loyalty. The definite advantage of the media channel is its accessibility, because consumers can interact with it both when using portable speakers and while driving. Along with this, the market is highly responsive to the public agenda, and this factor only further strengthens radio’s competitive edge.
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