Radio Year 101 – Relevance for generating new business

130 million people consume some type of audio in Brazil.*
Consumption is broad and ranges from the housewife’s radio to the mobile application of a multinational executive
There is nothing to question about the strength of radio communication in the country.
The growth in the consumption of podcasts further reinforces the relevance of the radio medium with the possibility of on-demand distribution.
Investment in the sector increases with programmatic digital media and the migration from AM.
Why then does a small group of broadcasters take most of the advertising budget?
The 10 broadcasters that earn the most in the Brazilian market are those that customize their programming and focus on specific audiences.
All of them have a niche programming and audience profile, which gives them a repertoire to compete in the market with other media.
In these stations, the sponsor is a partner within a business project. The relationship with sponsors must always be long-term.
The audience is increasingly personalized. It’s not a matter of the number of listeners, but the type of listener the market wants to talk to.
The difficulty in the medium is precisely in seeking this customization since 3 out of 5 radio stations in the country broadcast exactly the same type of content. The discussion is no longer on which device we are going to deliver the content, but what we are going to deliver to our listener.