January 5, 2023

Timing is Everything: Why Advertisers Should Be Targeting Ritual Personas

By Audacy Insights Team

State of Audio Series

Just like you knew not to ask mom or dad for a raise in your allowance the moment that your stressed-out parent got home from work, you need to know when to share your ad messages with your audience for the best results. They key is to deliver your message not only to the right people – but also at the right time.

That’s why traditional demos targeting gender and geography aren’t enough. People are multidimensional. Parents, for example, might also work, exercise, cook, and follow their favorite sports team. And they’re most engaged with Audio content during these daily rituals. Savvy marketers target those rituals, and match the message to the audience’s setting, mood, and activity. We call it “who + habit.”

In our recent research, we’ve found six of these ritual personas who stand out for their consistently strong listening habits. These groups are tuning in more, and staying more engaged than any others. Let’s meet them.

1. Growth Seekers

They’re the most engaged, looking for paths to personal and professional improvement through their favorite podcasts and other Audio programs.

“It gives me joy. I learn about events on the radio. I learn about news. I learn about topics that I’m interested in.”
— MARINA P. 27, LISTENER, BALTIMORE MD

2. Fitness Buffs

From power-walking to weight-lifting to training for marathons, these athletes of all levels are energizing their workouts with Audio.

“I’m exercising, walking, using dumbbells and listening to music to push me.”
— ANTHONY G., 58, LISTENER, CALUMET CITY, IL

3. Parents

When they don’t need their listening ears for their little ones, they’re tuning into the news, music, and podcasts they also love.

“It is a podcast that’s probably not appropriate for my kids. So I try to listen to as much as I can before they actually get in the car. So at that time I’m alone. I like listening to the characters on the show and listening to all their inside jokes.”
— ALEX D., 35, LISTENER, WASHINGTON, PA

4. Gen Z

These zoomers are making waves – as they turn ‘typical’ lifestyles and workstyles on their heads with their day-long listening habits.

“I put this on because it gets everybody up, jumping, moving, like releasing all that stress and, you know, emotion from school and just having a great time at home.”
— GENESIS, 19, LISTENER, VERO BEACH, FL

5. Foodies

They’re always on the lookout for the best restaurants, the best recipes, and the best array of Audio to spice up their day.

“When I’m going to cook I play my Audio to have motivation and be entertained while cooking.”
— BRENDA, 22, LISTENER, WILMINGTON, CA

6. Tech Wizards

Their new tech – smart speakers, smart phones, smart cars, and more – brings them all the shows they love with all the amazing sound they demand.

“And I would be listening to those podcasts, or a very specific technical podcast. I like to do some walking. I can really dive into the podcast, and just listen to it and really enjoy it.”
— ARTIN B., 33, LISTENER, SEATTLE, WA

So how do advertisers become part of consumers’ daily lives? Embrace the rituals. Check out the STATE OF AUDIO guide to dive in deep with today’s audiophiles, and uncover how listeners listen, when they’re most open to brand messaging, and what advertisers can do to improve ad effectiveness.

Download our State of Audio guide for the complete list of 11 Audio Moments that Matter

Want to talk more about reaching your target audience?

Let´s Talk

SOURCES

Audacy Rituals Survey and Mobile Ethnographies, conducted by Alter Agents, October 2022. Survey Base: Total respondents (n=1003) | Mobile Ethnographies (n=48, five days) | In-depth interviews (n=15)