Despite the plethora of tech gadgets which keep everyone in permanent contact 24/7, good old-fashioned commercial radio has been flexing its muscles in the first two decades of the 21st century.
One area where this “vintage” technology is making a comeback is among hip, young, fashion-forward listeners. This crowd is appearance-driven with a higher-than-average household income.
Who wouldn’t want to target that sector if you are selling skincare, fashion or image and status-related products?
Why Is Cb Radio Becoming So Popular?
CB radio has always been around. It has various applications, from person-to-person communication in disaster relief efforts and emergencies to use on construction sites and recreational purposes.
CB is portable, which is part of its appeal. You just need a CB base and an antenna in receiving mode. Not to mention, even top-of-the-range bases and the best CB antenna are still relatively affordable.
In the US and the UK, the use of CB has been increasing its influence. Some of this is down to social isolation measures when people looked for a new way to stay connected during lockdowns.
The Radio Society of Great Britain (RSGB) reported that many people who had previously enjoyed the hobby are returning to it with a vengeance. Even among the largely social-media-dependent crowd, it has gained popularity.
For these users, CB has offered an alternative means of chatting to people over the airwaves. Unsurprisingly, it was older adults who brought back this technology. Its surge in popularity is a testament to how this technology has served as an essential point of communication for many people in isolation.
Back to the Future
At the other end of the age spectrum are fashion-forward young listeners who fall into the millennial or even Gen-Z demographic. Targeted by advertisers on commercial radio stations as key information-hungry influencers, the fashion-forward crowd is all about ‘you are what you wear.’ They are listening more to commercial channels than advertisers realize.
These surprising findings are from a research report from Nielson in collaboration with Radio Australia, which identified that prime listening time is during breakfast time and afternoon prime time.
Despite live streaming, commercial radio is still where 65% of music listeners discover new artists and tracks, with a corresponding decrease in the popularity of music TV channels.
This demographic of listeners must be of enormous interest to savvy advertisers keen to exploit the power of radio advertising to the status and image-hungry sector with plenty of money in their pockets.
With the ability to download and stream music to any device at any time, who would have thought that the more traditional style of radio would be so popular?
The lesson here is: ignore the radio at your peril. While the monetizing potential of radio lies with the commercial stations, other forms of radio usage seem to be increasing in popularity too.
Radio is on the uptick, with commercial radio stations and CB radio continuing to rise in popularity. Use this technology and enhance your power to cater to different audiences and users.