The audience relationship management as key to modern radio success

Since its origins, radio has sought to deliver relevant content to its audience. In most of its centenary in Brazil, interaction with listeners was essentially one-way. As it is a mass medium, programming sought to reach the maximum number of listeners and feedback from surveys gained strength from the 1940s onwards. In the advertising context, radio shared the audience and the total media budget with only a few players.

In the last 15 years, significant changes in technology have transformed people’s behavior and expectations, increasing their power of choice and the way they consume, interact and engage with content and advertising. Some of the factors that contributed the most: the arrival of smartphones; the expansion of internet access; the rise of streaming services and the boom of social networks.

The wide range of options and the ease of access on demand require radio stations to think of new formats to connect listeners to programming and brands.

At the same time, the evolution of technology and marketing brought new metrics for ROI analysis, which made negotiating contracts and presenting results/campaing check more complex.

Giants like Netflix, Amazon, Meta and Google have invested in getting to know their customers in depth to deliver more results. Radio broadcasters needs to follow along.

Actions, tools and options to qualify the audience and turn other media into allies are the focus of this lecture.