A Radio-Focused Research Partnership Arises For RAB


NEW YORK — The Radio Advertising Bureau has struck a pact with a full-service market research firm that is designed to provide broadcasters with additional knowledge and insights into the consumer mindset as well as better understanding audio’s role in shopping behaviors across key advertising categories.

RAB teamed up with Provoke Insights, and together seek to present new primary research on a quarterly basis reflecting consumer sentiment and behavior as it relates to categories such as travel and fitness, as well as others that are important to radio.

“RAB members will benefit from the quantitative research in that it is intended to help in their prospecting efforts with local, regional and national advertisers,” it says. “It will also provide radio marketing professionals with the information they need to highlight the incredible value of reaching radio listening consumers.”

With each new study, RAB and Provoke Insights will present the key findings in an RAB live presentation as well as make the research available on RAB.com.

“Carly and her dedicated team at Provoke Insights have their finger on the pulse of the consumer,” said RAB President/CEO Erica Farber. “We are excited to be able to bring forth this knowledge and expertise to the radio community with a more dedicated focus on the radio listener and what it means for advertisers.”

Provoke Insights President and Head of Strategy & Research Carly Fink added, “We’ve built our business with a specialization in advertising and branding, enabling advertisers to better understand their customers. Taking it one step further and combining our expertise with media consumption insights, specifically radio, enables us to better help broadcasters in partnering with their advertising clients.”

RAB and Provoke Insights will present their first joint effort at the NAB Show on April 24 in a session titled “VBR – The Valued Business of Retail.”