Radio Sanremo News

In recent years, Radio has shown remarkable resilience and growth, debunking the myth of its marginal role compared to newspapers and television. While newspaper circulation data continues to decline, Radio has consistently seen an increase in listenership, culminating in a historic moment: for the first time in history, Radio advertising revenue has surpassed that of newspapers.

This achievement is not just about numbers; it uncovers a profound truth about the role and significance of Radio in contemporary society. Its impressive growth rate, the highest among all media, is a clear signal that goes beyond mere statistics: it is a testament to the public's trust in Radio as a reliable source of information and entertainment.

However, despite this triumph, there still lingers a sense of inferiority in the radio sector. Radio has often been viewed as a complementary medium to newspapers, rather than as an autonomous and influential entity. But now is the time to change this perception.

Radio not only deserves respect for its ability to attract audiences and advertising but has also proven to be the most credible medium in information, according to ISTAT*. It is time to abandon the outdated practice of giving space and promotion to newspapers in radio news reviews. It is time to recognize the editorial and commercial potential of Radio and stop considering it as a declining medium.

In Italy various radio stations, both national and local, are ready to lead this transformation. These are the voices that can and must replace newspapers as the primary providers of information in local communities.

We must no longer allow cultural conservatism to hinder the progress of Radio. It is time to take action, innovate, and serve the public with new informative approaches. The moment has come for Radio to take its prominent place in the media landscape, and we are ready to embrace this challenge with determination and confidence.

Radio is no longer the media's little sister; it is the voice that breaks barriers and guides the future of information.

*The Italian National Institute of Statistics (ISTAT) plays a crucial role in providing reliable and accurate data on various aspects of Italian society, including media consumption trends. According to ISTAT, Radio has emerged as the most credible medium for information dissemination, signaling a shift in the traditional hierarchy of media platforms. This endorsement from a reputable source like ISTAT further solidifies Radio's position as a trusted source of news and entertainment for the public.

As a point of reference, it is worth noting that a single 30-second slot on a radio station can range in cost from a few euros to several hundred euros.

The price is mainly determined by the geographic coverage of the radio station and its audience in terms of average daily listenership.

When it comes to the cost of producing a professional radio advertisement, it can vary from less than 100 euros to a few thousand euros, depending on the creativity involved, the voices and music used, the reach of the message, and other factors.

Radio is a versatile platform for any type of business. However, the real challenge lies in crafting the right communication strategy and selecting the most suitable radio stations and programs. Radio is particularly effective for promoting events, special offers, and initiatives that require quick and engaging communication. Moreover, it can significantly contribute to building brand awareness, especially when integrated into a medium to long-term communication plan.

Various market surveys have shown that combining radio advertising with online communication yields significantly better results than using either medium alone. Radio and the internet are distinct tools, yet they complement each other perfectly. Here's why:

- Many people turn to the internet to learn more about something they heard on the radio.

- Some listen to the radio while browsing online and can immediately search for further details.

- Online platforms allow for tracking the traffic generated by radio ads, such as through specific landing pages.

- Both mediums are suitable for targeting specific audiences.

- Radio reaches a large portion of people who either don't use the internet or use it minimally.

This integrated advertising approach can start with a radio spot and seamlessly transition to a specially created webpage. Radio captures the listener's attention, provides relevant information, and guides them towards the internet. Once on the website, the visitor can access more details about the promoted product/service and potentially take action, like making a purchase or signing up for a newsletter.

If the budget allows, it's beneficial to consider 3-4 stations for national or local campaigns. If using only one station, it's crucial to carefully select the most suitable one. When operating independently without consulting a professional, ensuring the radio station's sales department provides all necessary information is essential. Beyond audience metrics, assess the geographical coverage and request details to confirm if the station's audience aligns with your target market.

Now, onto campaign objectives:

- Are you aiming to raise awareness of your product/service? Consider a steady daily frequency with a few ads per day (e.g., 8) over an extended period (think in terms of months or years).

- Do you need to promote a time-sensitive event or special offer? Opt for a high daily frequency (e.g., 12 ads) over a short period (2 weeks).

- Want to plan for the entire year but constrained by budget? Flighting, which involves repeated 2-4 week ad campaigns throughout the year with a daily frequency of 8 ads, could be a suitable option.

In summary, the campaign's duration and frequency are key factors for overall success. Remember:

- It's challenging to capture radio listeners' attention while they're engaged in other activities.

- Besides loyal listeners, there are many "flippers" who switch between stations, making it harder to reach them.

- Listeners typically need to hear a radio message at least 3-4 times before taking action, such as calling a toll-free number or visiting a website.

Don't delay, explore the new era of radio listening with Radio Sanremo on DTSAutoStage. Happy listening!

What is DTSAutoStage?

DTSAutoStage is a groundbreaking integrated platform developed by Xperi, a leading technology company based in the United States. This innovative solution is designed to manage next-generation infotainment within cars, offering an advanced and highly personalized radio experience.

How it operates:

Advanced integration: DTSAutoStage is tailored to be seamlessly integrated into the car's entertainment system. This advanced integration allows users to easily access the platform directly from their car dashboard.

Hybrid technology: One of DTSAutoStage's distinct features is its ability to support a wide range of radio formats, including FM, AM, DAB+/HD Radio/SiriusXM, and IP streaming. This "hybrid" approach enables users to access a diverse range of radio content, ensuring greater flexibility and choice.

Personalization: DTSAutoStage provides a highly personalized experience, allowing users to quickly and intuitively access their favorite content. With its user-friendly interface and advanced search and navigation features, users can easily find what they're looking for and customize their listening experience based on their tastes and preferences.

Over-the-air updates: A key feature of DTSAutoStage is its ability to receive over-the-air updates. This means the platform can be constantly updated with new features and improvements, ensuring a cutting-edge experience for users.

In essence, DTSAutoStage represents the future of automotive infotainment, offering an advanced and highly personalized radio experience that caters to the needs and tastes of modern users.

Currently, several automakers have adopted Xperi's DTSAutoStage platform or are in the process of doing so. Some of the automotive brands that have integrated or are integrating DTSAutoStage include:

• Mercedes-Benz (along with Maybach)
• Tesla
• Hyundai
• Kia
• Genesis
• Lincoln (Ford)
• Nissan

Moreover, there are other automotive brands in the final certification stage or in development to integrate DTSAutoStage, bringing the total number of brands involved to 18. This indicates widespread adoption of the technology within the automotive industry and presents significant potential for expanding the reach of Radio Sanremo on this platform.