When consumers feel connected to a cause, they are more likely to align with organizations and companies that share those same values. A recent article from Westwood One shows the causes that resonate with various AM/FM audiences with its radio format planning tool.
By reviewing the chart it provides, you can discern, for example, that 18% of those who value religion are reached by Country AM/FM radio on a weekly basis, and that 87% of those who have contributed to social services in the last 12 months listen to AM/FM radio weekly.
“Nine out of 10 people say they have a more positive image of a company when it supports social or environmental causes, and half say they make purchase decisions based on shared beliefs with the brand,” says Marc Pritchard in the article, Procter & Gamble’s Chief Brand Officer. Each radio station’s programming appeals to a multitude of audiences, and it is possible to target your audience through the airwaves by focusing on what they deem important.