Most Audio Listening Happens at Home: What Does That Mean for Radio Spot Messaging?

Should Where People Listen Influence Radio Spot Content?

In general, the place where advertisers have curated messaging in their radio ads has been in the car. Businesses often strategize based on dayparts like morning and afternoon commutes. People are listening more in the car after deep declines during the pandemic, and companies have always wanted to use this to their advantage. They may promote lunch deals in the morning while highlighting happy hour in the afternoon.

These angles can work and prompt people to take action, but the at-home listeners may be an overlooked audience. What matters here is relevance. Radio is a broad-reach medium, so tailoring messaging still has to be big-picture. Thinking about the location of those tuning in could improve how content resonates, which means your advertisers will continue to see the power of radio advertising.

What Are People Doing While Listening at Home?

We know where people are listening, but what exactly are they doing? Some may be working as many Americans are now permanently remote. They may also have it on in the background while they cook or tinker with projects. They’re passive listeners in this state, but that’s okay. Most audio interaction is somewhat in this category.

Ironically, that’s one of the powerful points of audio. It’s not all-absorbing like watching TV. It can be in the background and still be something most people recall and retain.

Radio ads help create and convert demand, but the engaged listener may not be in the market currently. It plants a seed, however, with constant and consistent messaging.

When thinking about where people are and where they may be in the sales cycle, you can make some recommendations to advertisers.

Radio Spot Messaging: Campaigns for At-Home Listeners

If you aren’t strategizing around ad content for radio advertisers, you should. Support them with ideas that get them out of the status quo. Some of these ads are critical for overall brand awareness. There are also many options for experimenting with new messaging.

• Spots that use convenience and “let us do it for you” messaging: Those listening at home could be in the middle of daily chores and responsibilities. Radio spots could inform them on how to get help. For example, meal delivery kits would be relevant during cooking. Another could be for the local dry cleaner and laundry services, which would take these activities off someone’s to-do list.
• In-the-moment buys: Instant deals for listeners could also be strong ad content. Take advantage of urgency and content that makes it easy on consumers. It could be a limited-time deal on takeout or reminders to schedule an HVAC check-up.
• Seasonality: There are different needs for each season in terms of maintaining a property. Messaging could be around spring, summer, winter or fall landscaping, appliances or other amenities. The more relevant, the better, such as specific programs for each season provided by landscaping companies.
• Social ad spots: At home, people may gather with family and friends or prepare to, which could also be a campaign. It could give listeners ideas for events to attend, activities to look into or new restaurants to try. When people are in this mind space, these things could be very appealing and cause them to take action.