Rachel FieldVP/Sales
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Contesting and on-air giveaways are baked into radio's DNA. Whether it's a $25 gift card or a brand new car, listeners love to win. What makes radio so good at incorporating contesting into the listening experience?
Rachel: Radio offers a unique opportunity to integrate brands into on-air content. Great air talent builds a long-term bond of trust with their listeners, and their recommendations and seal of approval are important. So when a jock is giving away tickets, a gift card, or whatever else it might be, they're giving an implicit endorsement of that brand.
Compared to other methods of product integration -- celebrity endorsements, social influencer posts, product placement in film and TV -- radio has a level of authenticity that doesn't feel put-on. Concert tickets are on-format, restaurant gift cards are local, even a car is still coming from the local dealer. There's a lot of marketing power there, and it's certainly been effective for many decades!
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