Designed to help identify advertising categories for new ...

[Pages:7]Designed to help identify advertising categories for new business prospecting by monitoring and summarizing advertising and prospecting activity from various sources including:

RAB Instant Background Report Requests RAB Co-op Category and Plan Queries Media Monitors Spot 10 National Radio, Cable Networks and TV Highest Monthly Sales Categories from RAB Top Business Trends Promotional Calendar

This weekly report can help you understand the category advertising activity occurring on both national and local levels. Use this report to help you plan, target advertisers in similar ad categories as well as inform local advertisers of co-op fund availabilities. Additionally, the promotional opportunity observations included within this report are created to seed ideas for local prospects.

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.

What to do: ? The Pitch offers an in-depth look at various business categories that can help you prospect better. New in The Pitch include Appliance Stores, Furniture Stores, Housewares Stores. ? Need help prospecting? Look through our newly updated Consumer Behavior Reports, which highlight the types of retailers and brands radio listeners by format frequent. ? Use our updated Auto Toolkit to compare your radio format to automotive brands with a corresponding PowerPoint presentation.

Additional thought starters: ? Use our 2021 spring Listener Profiles to help you understand the demographic breakdown of your listeners. ? Download our newly updated general, Hispanic and African American Why Radio slide decks to help create a presentation around radio's reach and its ability to drive brand awareness. ? RAB's Instant Backgrounds shares how consumers shop various categories. New in Instant Backgrounds: Furniture and Floor Covering Stores.

RAB INSTANT BACKGROUND REPORTS: November 8, 2021 ? November 14, 2021:

Advertiser Category

Rank by RAB Observations

# Views

Auto Service and Repair

1

Industry targeting vehicle owners for summer maintenance

Auto Dealers Financial Institutions

0 2

Industry looking to capitalize on consumer demand for new or

used vehicles

3

Consumers are in search of various financial services and help

Fitness Centers/Gyms Recreation Vehicles/Motor Homes

4

Communicating fitness services available and membership

options

5

Increased sales for the winter season

Source: , Instant Backgrounds, Top 5 Page Views (Weekly)

RAB CO-OP CATEGORIES: November 8, 2021 ? November 14, 2021:

Advertiser Category

Rank by % RAB Observations

Searched

Home Furnishings Automobiles & Trucks

10

Communicating where consumers should go for furniture

7

Shifting messaging to assist consumers who are interested in a new vehicle

Hardware

4

Targeting those in need of tools and equipment

Automotive Accessories

3

Building Materials & Construction

3

Source: , Co-op, Page Views (Weekly)

Auto aftermarket incentives As construction restarts, tools and materials are needed

RAB TOP SEARCHED CO-OP PLANS: November 8, 2021 ? November 14, 2021:

Advertiser Category

# of Searches Description

Generac Power Systems

4

Stand-by Generators

Stellantis - Dodge

4

New (Type 1, Type L, Type B, & Type E) Vehicle Sales

Hunter Douglas Tempur Sealy

4

Window Fashions

3

Mattresses & Bed Bases

Jackson Furniture Industries

3

Source: , Co-op, Plan Views (Weekly)

Living room furniture

MEDIA MONITORS ? SPOT 10 NATIONAL ADVERTISERS

Account The Home Depot iHeartRadio Indeed DuckDuckGo State Farm

Media Monitors reports the most-played commercials for national advertisers on the

top- rated Radio stations in major markets November 8, 2021 ? November 14, 2021:

Radio

TV

Cable

Account

V

Account

Walmart Target

Walmart `Lsiberty Mutual Insurance

Macy's

GEICO

Dupixent

Domino's

Liberty Mutual Insurance

Arby's

Kohl's Lowe's Haileywood Podcast

Vicks McDonald's Tylenol

Peloton Little Caesars Lowe's

Vicks GetUpside

GEICO Downy

Macy's SONIC

RAB Top line observations

? Kohl's, Macy's, Walmart, and Target are promoting their holiday sales. ? DuckDuckGo is promoting their online safety software. ? The Home Depot and Lowe's are communicating their home, lawn and garden products and services. ? Haileywood Podcast is communicating when and where to listen. ? State Farm, GEICO and Liberty Mutual Insurance are promoting their insurance services. ? Peloton is promoting their workout equipment and classes. ? GetUpside is promoting their cash back smartphone app. ? Vicks, Tylenol and Downy are promoting their products. ? Dupixent is promoting their prescription drug. ? McDonald's, Domino's, Arby's, Little Caesars, and SONIC are communicating their meal options.

TOP BUSINESS TRENDS

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 (top 5 only) in month (versus other categories).

DECEMBER JANUARY

Business Category Jewelry Stores Men's Wear Stores Family Clothing Stores Department Stores Women's Wear Stores

Business Category

Book Stores Fuel Dealers Men's Wear Stores Used Merchandise Stores Consumer Electronic Stores

% of Annual Business in Month 18.9% 16.8% 16.7% 15.5% 15.1%

% of Annual Business in Month

13.6% 13.4% 10.7% 9.8% 9.3%

FEBRUARY

Business Category

Fuel Dealers Men's Wear Stores Used Merchandise Stores Shoe Stores Women's Wear Stores

% of Annual Business in Month

11.3% 10.3% 10.0% 9.9% 9.4%

Source: RAB Top Business Trends 2020 ? Monthly percentage of category's yearly business in applicable month.

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. Look for additional promotional opportunities here.

DECEMBER ? Peppermint Latte Day (12/3) ? National Poinsettia Day (12/12) ? Hanukkah (11/28-12/6) ? National Bake Day (12/23) ? Christmas Day (12/25) ? Kwanzaa (12/26-1/1/22) ? New Year's Eve (12/31)

JANUARY

? National Mentoring Month ? Volunteer Blood Donor Month ? New Year's Day (1/1) ? National Gluten-Free Day (1/13) ? Martin Luther King Jr. Day (1/17) ? National Popcorn Day (1/19) ? National Seed Swap Day (1/29)

Source: Chase's 2021 Calendar of Events (Monthly)

RAB Observations on Promo Opportunities:

December is the last month of the year and is filled with holiday cheer! We kick off the month with National Peppermint Latte Day. This is a great time to reach out to local coffee shops and grocery stores to begin an on-air campaign letting listeners know where they can go for a seasonal latte or to grab supplies to make one at home. National Poinsettia Day is on the 12th. Connect with florists, lawn & garden stores, grocery stores and nurseries to communicate with listeners about where they should go to grab their poinsettias this year. Since December is a month where there is more time at home, National Bake Day is a perfect time to whip up some holiday treats with loved ones. Reach out to specialty stores, bakeries, delis, and supermarkets to get the word out to listeners where to go for any baking equipment and supplies. With Hanukkah, Christmas and Kwanzaa all happening back-to-back this month, communicate with specialty stores, grocery stores, shopping malls, local retailers, online retailers, jewelry stores, toy stores etc. to promote gifting ideas, decoration ideas and items that will help celebrate this time with family and friends. This is also a good time to create sales campaigns to encourage your listeners where to shop during the holidays for various items. Finally, as we wrap up the year of 2021 and ring in a new year, reach out to local party stores, grocery stores, craft, and liquor stores to help listeners make their decisions on where to go to find supplies to celebrate New Year's Eve. Also, get in touch with local venues to promote New Year's Eve parties on your radio station.

As we embrace the start of a new year, it's a time to gather with family and friends to celebrate before getting back to regular routines. In preparation of ringing in 2022, get in touch with party stores, liquor stores, supermarkets, and specialty stores to spread awareness of where listeners can go for their celebration needs. It's also a time to get in touch with event venues to help promote their New Year's Eve parties on air. The whole month of January is National Mentoring Month. This is a great opportunity to focus on local communities by getting in touch with schools, after school programs and local mentoring organizations to promote the importance that mentors have in the lives of youth. It is also National Blood Donor Month. Communicate with your local chapter of the Red Cross, local hospitals, blood banks and corresponding organizations to spread awareness of how donating blood can save the lives of others. National Gluten-Free Day acknowledges that fact that some people have an intolerance for gluten and is a good day to promote alternative options. Reach out to bakeries, grocery stores and restaurants to promote where listeners can go regularly for gluten-free options. Martin Luther King Jr. Day is a time to get involved with your community. Speak with local foundations and get them on air to spread the word of local events and how to celebrate in the community on this day. National Popcorn Day is on the 19th. Get in touch with supermarkets, specialty stores, popcorn stores and convenience stores to help listeners plan where to go to celebrate this day at home or pick up some popcorn for the occasion. National Seed Swap Day is a time to talk with garden centers, home improvement stores and gardeners. Create an on-air campaign to let listeners know where they can go to pick up seeds to plant or where they can go to attend gardening events with messages on when the best time to plant certain seeds will be.

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