Medium has expanded its reach through platforms such as streaming services, podcasts and live broadcasts
In 2024, radio will remain one of the most resilient and adaptable means of communication in the Brazilian advertising market. According to a report by Kantar Ibope Media, the digitalization process was fundamental to ensuring relevance.
Radio not only preserves its traditional audience, but expands its reach through platforms such as streaming services, podcasts and live broadcasts.
Even in the face of the challenges imposed by new technologies and the fragmentation of consumer attention, it is recognized as a medium with a captive place in the media mix, especially for advertisers seeking regional and loyal audiences.
Listening
CBN invests in live events and branded content, such as ‘CBN Talks’, to strengthen ties with its audience and maintain relevance with sponsors. For example, there are meetings on financial education supported by Fundación Mapfre. Expectations for the end of 2024 are positive.
The broadcaster has already accumulated three consecutive years of growth, especially in its initiatives to digitize and personalize commercial deliveries.
At Antena 1, commercial director Marco Formenton expects growth to be greater than in the first half of 2024, when it reached 16%. The broadcaster’s focus is on special projects and strengthening its network, which covers more than 655 municipalities.
Furthermore, Antena 1 observes a trend towards consolidation of radio on digital platforms, with the search for innovative content to expand the audience in streaming and other media.
Read the full article in the edition of propmark of September 23, 2024
(Credit: Photo by Kenny Eliason on Unsplash)
