Radio Drives Brand Conversations: RAB and Engagement Labs Study Uncovers Dynamic Insights

Posted on September 6, 2023September 6, 2023 by Engagement Labs

NEW YORK – September 6, 2023 – A study commissioned by RAB in collaboration with Engagement Labs, an industry leading data and analytics firm, has unveiled valuable insights into radio’s unparalleled influence as a driver of brand conversations. The study, titled “Radio Drives Brand Conversations: Unveiling the Untapped Potential of Radio Conversations,” uncovers the extraordinary impact of radio on purchase intent, societal discourse and the bottom line for advertiser brand goals.

Key Findings:

Radio’s Commanding Brand Conversations: Heavy radio listeners engage in a staggering 4.7 billion weekly brand conversations, outpacing heavy users of other media channels, including TV, social media, magazines and newspapers.

Diverse Industry Dominance: The study underscores for advertisers’ radio’s dominance across 15 business categories, including sports, financial services, technology and more. Radio emerges as a potent bridge, effectively connecting brands with diverse target audiences.

Everyday Influencers Amplified: Heavy radio listeners stand out as influential consumer influencers, driving more impactful conversations among a group that have an amplified impact on other people’s purchase decisions. This trait reaffirms conversations as a tangible asset, capable of propelling significant bottom-line growth for an advertiser.

Conversion of Conversations to Purchase Intent: A staggering 51% of brand conversations among heavy radio listeners result in an intent to purchase, surpassing the national average of 49%. This remarkable impact is particularly pronounced in sectors like automotive, sports, telecom, technology, beverages and healthcare.

Fostering Informed Societal Dialogue: Beyond commercial interactions, radio emerges as a dynamic platform for societal discourse. From personal financial concerns to pressing political issues, heavy radio listeners engage in a diverse spectrum of discussions about today’s leading issues, reinforcing radio’s multifaceted role in consumers’ lives. The comprehensive findings of the study are a testament to radio’s enduring resonance, its ability to shape the brand-consumer relationship and its capacity to engage and drive social communication and impact the bottom line.

“Radio is often referred to as the original social medium because of its ability to engage listeners through conversation, entertainment and information. This study underscores radio’s ability to drive word of mouth brand conversations for advertising partners, more so than any other media,” said Erica Farber, president and CEO, RAB.

“We embarked on this study to understand radio’s impact on brand conversations for advertisers. The results are remarkable as TotalSocial data demonstrates that radio’s influence spans industries and demographics and impacts everyday influencers and KPIs such as purchase intent. This study validates that radio catalyzes consumer brand conversations and interactions and underscores the medium’s power,” said Steven M Brown, President of Engagement Labs.

RAB will host a live presentation at 12 p.m. CT on Wednesday, September 13, 2023, featuring Steven M Brown, president and chief revenue officer, and Matt Phillips, vice president of client success of Engagement Labs, who will share findings from the study and case studies. Register for the webinar here. Registration for this presentation is free for RAB members. The presentation will also be available for on-demand viewing on rab.com.

The full report, “Radio Drives Brand Conversations: Unveiling the Untapped Potential of Radio Conversations” is available for download here.

ABOUT THE STUDY

RAB commissioned Engagement Labs for the “Radio Drives Brand Conversations: Unveiling the Untapped Potential of Radio Conversations” study that analyzed a cross-section of consumers ages 13 to 69 in the U.S. from August 2022 to July 2023. During this one-year period, approximately 38,000 interviews were collected. ABOUT RAB RAB is the not-for-profit trade association representing America’s broadcast radio industry. Its primary objective is to drive revenue growth through advocacy, providing the tools and resources to help the industry attract new sales talent to the medium and enhance industry professionalism through training and support. RAB serves more than 6,000 member stations in the U.S. and more than 1,000 member networks, representative firms, broadcast vendors and international organizations. Learn more at www.rab.com. ABOUT ENGAGEMENT LABS Engagement Labs is an industry-leading data and analytics firm that provides social intelligence for Fortune 500 brands and companies. The Company’s patented TotalSocial® platform focuses on the entire social ecosystem by combining powerful online (social media) and offline (word of mouth) data with predictive analytics. Engagement Labs has a proprietary ten-year database of unique brand, industry and competitive intelligence, matched with its cutting-edge predictive analytics that use machine learning and artificial intelligence to reveal the social metrics that increase marketing ROI and top line revenue for its diverse group of clients. To learn more about Engagement Labs and how to increase your brand’s word of mouth in real life and online, reach out at: totalsocial@engagementlabs.com or connect: https://www.linkedin.com/company/-engagementlabs. #totalsocial TOTALSOCIAL® OFFLINE METHODOLOGY Offline conversations are based on an ongoing weekly online survey of a cross-section of consumers ages 13 to 69 in the U.S. The surveys are based on samples representative of the population through the use of sample quotas and weighting across key demographics. Consumers report on brand-related conversations that happen face-to-face, by phone or through digital communications of all kinds. It is the only database of its type to measure offline conversation on a continuous basis.

For media inquiries please contact:

Madison Wright, director of events and communications

RAB

MWright@rab.com

Vanessa Lontoc, VP of marketing and sales operations

Engagement Labs

vanessa.lontoc@engagementlabs.com

A Beauty Nation Divided: How Polarized Politics Are Impacting The Industry

Posted on August 31, 2023September 5, 2023 by Engagement Labs

CARLA SEIPP | PUBLISHED AUGUST 31, 2023 Beauty is undoubtedly political—from the writings of journalist Darian Symoné Harvin to bold campaigns by Dame, Saie and The Lipstick Lobby—but how are politics potentially affecting beauty? There is undoubtedly a need to address the geographical nuances of the US beauty consumer, with politics being one facet of this. In the lead-up to the first 2024 Presidential Election primary debates, data and analytics firm Engagement Labs decided to dive into the impact of polarized politics on consumer brands with their Brand Marketing Amid Political Polarization report. The enterprise gathered offline consumer conversation data through weekly surveys for consumers aged 18 to 69 from almost 500 brands, collected via the TotalSocial platform. Offline conversations were specifically chosen as they constitute two-thirds of consumer conversations, according to the company. Analyzed industries ranged from food to fashion, with the beauty and personal care factor only being represented by Kirkland. They found that 23% of the companies are polarized between Democrats and Republicans. Here are further key takeaways from the report: Republican vs. Democratic Sentiment

Coca-Cola, Gucci, and Lay’s Chips had equal sentiment for both political leanings.
Kirkland, Olive Garden, and Shein had the highest positive Republican sentiment.
DiGiorno, Vanguard, and Meijer had the highest positive Democrat sentiment.

Read the full BeautyMatter article, here.

For more information on TotalSocial^® or to request a demo, visit www.engagementlabs.com For sales contact us at:sales@engagementlabs.com For media inquires contact us at:media@engagementlabs.com

About TotalSocial^® Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand’s marketing strategies to develop effective campaigns to reach your audiences?

Report: Brand Marketing Amid Political Polarization

Posted on August 26, 2023September 8, 2023 by Engagement Labs

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Social Media Interactions Don’t Predict Offline Conversation

Posted on August 25, 2023September 8, 2023 by Engagement Labs

Republicans and Democrats communicate about brands face-to-face much more often than through electronic channels, according to a study by data and analytics firm Engagement Labs. The premium content is behind a paywall and available to subscribers to MediaPost‘s Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members. Read the full MediaPost article, here.

Brands and politics: As campaigning ramps up this week, the deeply polarized state of US affairs could drag down a quarter of Fortune 500 brands

Posted on August 21, 2023August 24, 2023 by Engagement Labs

The seemingly never-ending electioneering in America is about to ramp up again as Republican candidates take the stage for the first debate of the 2024 Presidential election cycle. The divisive and often dangerous impact that US politics is having on citizens is clearly undeniable, but that impact has also been crossing over to consumerism and branding—and whether they brought it upon themselves or not, some of the country’s biggest brands could be damaged in the fallout. A new research report from data and analytics firm Engagement Labs reveals the extent to which polarized politics in America is impacting major consumer brands, creating a new challenge for brand communicators eager to attract consumers across the political spectrum. The firm’s new Brand Marketing Amid Political Polarization report, based on consumer conversation data for nearly 500 brands, finds the conversations relating to almost a quarter (23 percent) of brands are polarized between the warring Republicans and Democrats. The timely new report comes in the wake of a politically controversial video featuring a trans influencer, Dylan Mulvaney, which provoked boycotts and outrage on social media. Also, after Bud Light lost its first-place ranking in the beer market, the brand’s parent company, AB InBev, placed members of its marketing team on leave and revamped its approach. Read the full Bulldog Reporter article, here.

Fox News Wants Trump On The Debate Stage To Boost Interest

Posted on August 18, 2023August 24, 2023 by Engagement Labs

… Advertisers: Even with his legal woes, any debate with Donald Trump will fuel greater interest, stronger ratings and higher ad revenue. Although in a polarizing political climate, marketers have been walking a bipartisan tightrope hoping not to alienate any consumers. Among the prominent brands that have been caught in the culture wars crossfire include Anheuser Busch-InBev. Earlier this year, AB-InBev had used transgender influencer Dylan Mulvaney, in a Bud Light contest on Instagram leading to a boycott. Additionally, Disney has been called a “woke corporation” by Republican candidate Ron DeSantis for promoting sexual content and defending their LGBQT+ employees. Other marketers embroiled in a political backlash this year include Target, M&M’s among others. A recent report from Engagement Labs called “Brand Marketing Amid Political Polarization” found 23% of major brands are polarized between Republicans and Democrats. Steven M. Brown, president of Engagement Labs says, “In today’s consumer landscape, understanding the impact of political polarization on consumer conversations is paramount for Fortune 500 brands. Our report delivers crucial insights for brands and marketers regarding the key differences in the conversations between political affiliation for major brands. This will empower them to navigate this complex environment and make more informed decisions. Ultimately, we want to equip brands with the data and knowledge they need to better understand their consumers and build authentic connections with diverse audiences that drive success in an ever-changing world.” Read the full Forbes article, here.

Study Debunks Social Media, Finds Face-To-Face Dominates Brand Conversations, Albeit Politically

Posted on August 17, 2023August 24, 2023 by Ed Keller

For all the stock that brands and their agencies put on the value of consumer mentions in social media, it actually ranks relatively low among the modes of communication people use to express their sentiment about brands to others. At least when it comes to one of what likely is one of the most sensitive areas of brand communications: political affiliations. That’s the finding of a fascinating — and especially timely — study from Engagement Labs, which this morning released an in-depth report on the role brands take, or do not take, on political issues. The report — “Brand Marketing Amid Political Polarization” — is based on two years of data tracking consumer conversations and sentiment expressed utilizing Engagement Labs’ proprietary methodology for 500 brands, many of which fall on various ends of the political spectrum. Its top conclusion — that “it is probably wise for the biggest brands to avoid taking sides on political issues” — runs contrary to a wide number of tracking studies from leading consumer research organizations that consumers now expect brands to take explicit positions on important social issues, especially ESG (environmental, social and governance) and DEI (diversity, equity and inclusion). But it does raise important questions about brands that come out as explicitly politically partisan during a time of extreme political polarization, in the U.S. as well as much of the rest of the world. Engagement Labs did not disclose the relative base of consumers utilized in its methodology, but its method provides some interesting new insights about the value of consumer communication channels as it relates to brand conversations by party affiliation, especially the relatively low value of social media vs. more direct, interpersonal forms such as face-to-face communication, phone calls or text-based conversations. Read the full MediaPost article, here.

America’s Polarized Politics are Causing Potential Trouble for 20% Top Fortune 500 Consumer Brands

Posted on August 17, 2023August 17, 2023 by Engagement Labs

New Report from Engagement Labs Measures Relationship Between Political Affiliation and Consumer Sentiment for Fortune 500 Brands

NEW YORK, NY (AUGUST 17, 2023) – As Republican candidates take the stage for the first debate of the 2024 Presidential Election cycle, Engagement Labs unveils a new report that reveals the extent to which polarized politics in America are impacting major consumer brands, creating a new challenge for brand marketers eager to attract consumers across the political spectrum. Based on consumer conversation data for nearly 500 brands, the report finds that consumer conversations relating to more than a fifth (23%) of brands are polarized between Republicans and Democrats. The new report is timely, coming in the wake of a politically controversial video featuring a trans influencer, Dylan Mulvaney, which provoked boycotts and outrage on social media. After Bud Light lost its first-place ranking in the beer market, the brand’s parent company, AB InBev, placed members of its marketing team on leave and revamped its marketing. The Engagement Labs report, “Brand Marketing Amid Political Polarization,” draws on consumer conversation data collected by the company’s award-winning TotalSocial® platform that has been shown to be a powerful driver of consumer purchases. Among the key findings, the study reports that, over the last two years, many brands earn equal sentiment among Republicans and Democrats, including Coca-Cola, which has a highly positive net sentiment score of 64 among both Republicans and Democrats, meaning conversations are 64 points more positive than negative for Coca-Cola. Other brands earning equal scores among Democrats and Republicans include Lay’s Chips (+73), Chipotle (+62), Chevrolet (+48), and Gucci (+33). However, conversations are politically polarized for about 23% of major brands. These include DiGiorno, Vanguard, and Moderna that are much more positive among Democrats than Republicans, and Olive Garden, Holiday Inn, and Fox News that are much more positive among Republicans than Democrats. The study provides a depth and breadth of data across many other key demographics, media usage and lifestyle categories providing compelling cross sections of insight.

Brands Experiencing Political Polarization

As the 2024 United States Presidential campaign progresses, understanding the risks and opportunities posed by political polarization has become more crucial than ever for brand marketers. This study sheds light on how political beliefs influence consumer conversations and the potential implications for brand reputation and sales. Some of the biggest differences are found for brands that have been drawn into major political debates, such as the brands behind the biggest COVID-19 vaccines, Pfizer and Moderna, which Democrats talk about much more positively than Republicans. But it is not immediately apparent why the restaurant chains Olive Garden and Red Lobster, Holiday Inn, and the consumer brands Jif Peanut Butter and Swiffer would be more positively discussed among Republicans than Democrats. Conversely, it is not clear why DiGiorno pizza and Vanguard investments would be more recommended by Democrats than Republicans. The report helps to answer some of the reasons behind these differences. As it turns out, Vanguard investments has been penalized among Republicans for its association with ESG: the trend toward considering environmental, social, and governance issues in investments. Meantime, Olive Garden has been talked about positively by Fox News hosts, leading to positive sentiment for the brand among Republicans.

Disney Appears to Weather Political Storm

A prominent example of political polarization is the Disney brand, which recently has become a target of Florida Governor Ron DeSantis, a candidate for President running in the Republican primary. Over the last two years, the net sentiment is 67 for Democrats and 59 for Republicans, a modest difference of 8 points. But since late 2022, when the governor’s disagreements with Disney went public, sentiment has been declining among Republicans while rising slightly for Democrats. Yet even despite increased political polarization for the Disney brand, sentiment remains strongly positive among partisans on both sides, suggesting the brand has weathered the crisis relatively well.

Source: Engagement Labs’ TotalSocial, July 2021 – June 2023 The charts below reveal 40 of the brands with the largest gaps between Republicans and Democrats. The full report includes data for nearly 500 brands.

The full report, “Brand Marketing Amid Political Polarization” is available for download at https://go.engagementlabs.com/en-us/brands-amid-political-polarization. To learn more about Engagement Labs and how to increase your brand’s word of mouth in real life and online, reach out at: totalsocial@engagementlabs.com. Connect with us on LinkedIn: https://www.linkedin.com/company/-engagementlabs. #totalsocial

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About Engagement Labs Engagement Labs is an industry-leading data and analytics firm that provides social intelligence for Fortune 500 brands and companies. The Company’s patented TotalSocial® platform focuses on the entire social ecosystem by combining powerful online (social media) and offline (word of mouth) data with predictive analytics. Engagement Labs has a proprietary ten-year database of unique brand, industry and competitive intelligence, matched with its cutting-edge predictive analytics that use machine learning and artificial intelligence to reveal the social metrics that increase marketing ROI and top line revenue for its diverse group of clients. To learn more visit www.engagementlabs.com / www.totalsocial.com. About The Study Engagement Labs’ TotalSocial platform measures online and offline conversations for leading brands. For this report, “Brand Marketing Amid Political Polarization,” analysts focused on the offline conversations of consumers aged 18 to 69. Brand conversations examined have a minimum base of 50 or higher; with an average base size of 269. Net sentiment is calculated by subtracting negative and mixed conversations from positive ones. The higher the score the more positive the conversations. Additional details can be requested at information@engagementlabs.com. For media inquiries please contact: Vanessa Lontoc, VP of Marketing and Sales Operations Engagement Labs media@engagementlabs.com

Competing with Amazon: Unveiling the Top 10 TotalSocial Retail Champions

Posted on August 3, 2023August 9, 2023 by Engagement Labs

As July comes to an end, retailers and e-commerce continue to push through and find themselves amidst a fervent battleground, seizing every opportunity to vie for consumer attention and market share. In this context, this article will introduce the top 10 retail rankers overall TotalSocial, offline and online lists. With the pinnacle of the month being Amazon’s Prime Day held on July 11-12, big-box retailers orchestrated a symphony of parallel promotions, endeavoring to captivate customers in a time when discretionary spending faces restraint. Beyond Prime Day, July boasts a tapestry of significant retail events, including 4th of July sales, Christmas in July, Black Friday in July, and the Nordstrom Anniversary Sales. With the advent of back-to-school shopping, all of which signal retailers to devise ingenious strategies to outshine the competition. In this relentless pursuit of consumer engagement, Engagement Labs evangelizes the importance of fostering dynamic consumer conversations. Understanding that such offline and online act as catalysts for sales and brand success, retailers are called upon to harness the power of consumer interactions and inspire buzz that resonates across both online and offline channels.

Amazon Reigns Supreme

Back in spring 2018, we released the white paper, “5 Ways to Beat Amazon, The Retailers Guide to Harnessing The Power Of Social Influence To Drive Sales.” Five years later, Amazon continues to be a Conversation Commander, which is defined as a brand that performs above-average both offline and online, and at number 1 spot for all categories (Overall TotalSocial, Offline and Online), but tied with Nike for the number 1 spot offline. Read the full Bulldog Reporter article, here.

Competing with Amazon: Unveiling the Top 10 TotalSocial Retail Champions

Posted on July 26, 2023September 8, 2023 by Engagement Labs

Competing with Amazon: Unveiling the Top 10 TotalSocial Retail Champions

Amazon Reigns Supreme

Conversation Commander - Amazon Crushes Competition | Engagement Labs

One key factor in Amazon’s success is the extent to which it dominates consumer conversations. Measured against the industry landscape as a whole, the well-known American brand crushes it on every measure. Consumers talk about Amazon more than any other retail brand – and by a significant margin, both online and offline. In fact, Amazon’s TotalSocial performance is the #1 versus all other brands in America. Much of the conversation about the brand is very positive. Not only does Amazon get talked about a lot, it also inspires sharing of its content, and it is a favorite of the most influential consumers. Amazon’s strong performance in driving consumer conversations about its brand matters because consumer talk drives sales. According to Engagement Labs analytics, 19 percent of sales, on average, are driven by consumer conversations. On the surface, this should be troublesome to Amazon’s competitors. Yet, with an analysis of consumer conversations data indicates many opportunities to improve. Yes, Amazon is the clear winner across many categories and its strengths are significant, but to think it can’t be beat is dead wrong. Data from Engagement Labs reveals that a few retailers are leveraging consumer conversations in a way that enables them to compete effectively with Amazon in the battle for social influence. With greater attention to the power of online and offline data, these retailers have a legitimate shot at grabbing back consumer engagement—and business. And the rest of the retail community can learn from them.

Top 10 TotalSocial Retail Category Rankings

The rankings analysis is unique in that the TotalSocial combines offline and online consumer conversations and is based on Engagement Labs’ patented, proprietary TotalSocial data and analytics, which continuously measures the most important drivers of brand performance in both face-to-face (offline) and social media (online) conversations. The brands in the top 10 have earned the highest TotalSocial scores in the category for the 12 months ending July 16, 2023. In the Overall TotalSocial ranking, Amazon, Costco, and Nike lead the pack, excelling in engaging consumer conversations both online and offline. Amazon and Nike tie for first place in the Offline TotalSocial category, while Ulta emerges as a strong contender in the top three. In the Online TotalSocial sphere, Amazon remains the frontrunner, accompanied by Costco and eBay in the top three, showcasing their expertise in fostering online consumer engagement. These rankings provide valuable guidance for retailers, shedding light on brands that have effectively leveraged TotalSocial power and offering insights for those seeking to challenge Amazon in the competitive retail landscape. A notable discovery from the rankings is that Adidas secures a spot in the top 10 Offline, but lags behind in the online sphere, granting Nike a competitive edge. While both brands exhibit robust offline performance, Adidas must focus on bolstering its online presence to avoid falling further behind Nike’s dominant position in the digital arena.

Top 10 Overall TotalSocial Retail Brands | Engagement Labs

Top 10 Offline TotalSocial Retail Brands | Engagement Labs

Top 10 Online TotalSocial Retail Brands | Engagement Labs

5 Recommendations for Retailers to Beat Competition

In the current landscape of 2023, brands with strong word-of-mouth (WOM) momentum should seize the opportunity to further amplify their buzz, while those lagging behind must put in extra efforts to improve their trajectory. As a marketer planning to optimize your Holiday 2023 outcomes, competing with Amazon and other conversation commanders requires a well-crafted strategy supported by data that acknowledges the evolving landscape of consumer engagement. Here are recommendations on how to effectively compete with other e-commerce sites and retailers:

Cultivate Engaging Campaigns and Newsworthy Content Retailers must craft campaigns and content that capture consumers’ attention and ignite conversations about their brand. Embrace innovation by introducing compelling product lines, employing humor in advertising, and seeking strategic celebrity partnerships. These activities have the potential to spark discussions, both online and offline, and enhance brand visibility.

Harness the Power of Both Online and Offline Channels Recognize that success in today’s retail market hinges on optimizing both online and offline consumer touchpoints. Tailor distinct strategies for each realm and create synergy between them. For instance, design “friends and family” coupons to incentivize group shopping experiences and employ social media-driven discounts for in-store purchases. By fostering dialogue in both spheres, retailers can maximize consumer engagement and drive sales. Walmart presents an intriguing case, ranking impressively high in the online realm but lagging behind at 23rd place offline and #15 overall. This disparity is attributed to lower brand sharing, influence, and sentiment scores, which indicates a potential marketing opportunity for the brand. By focusing on enhancing the positivity of their conversations and targeting more influential consumers, Walmart can leverage this opportunity to strengthen its overall performance and bridge the gap between its online and offline standings.

Leverage the In-Store Experience as a Unique Advantage Retailers possess an intrinsic advantage over Amazon through their physical stores. Capitalize on this by enhancing the in-store experience to encourage customer interaction and online sharing. Whether it’s selfie stations and other interactive elements that prompt customers to capture moments and share them on social media. Such offline conversations wield substantial influence over sales and brand perception.

Target Everyday Influencers and Influencers with Expansive Social Networks Identifying and engaging with influencers who boast significant social networks can significantly impact a retailer’s reach. Develop tailored programs for passionate brand advocates, many of whom are repeat visitors to your websites. By nurturing relationships with influencers, retailers can tap into their vast audiences and stimulate conversations around the brand.

Foster Shareable Marketing across Channels To optimize conversations, retailers should design marketing initiatives that are inherently shareable across various channels. Implement integrated campaigns that leverage captivating OTT and TV advertising to prompt social media engagement. Seamlessly integrating both spheres of conversation allow retailers to amplify their messaging and increase the likelihood of consumers sharing content with their networks. By embracing these strategies, retailers can navigate the competitive landscape with Amazon, effectively commanding consumer conversations and securing a thriving position in the market.