How Brandwatch helped boost advertising business during the pandemic
With the Covid-19 pandemic hitting Indonesia hard since the start of 2020, most companies were forced to shut or work from home. This had major implications on TV and radio stations that are only equipped to function from a studio, making it impossible for them to transition to a home environment overnight.
But this didn’t phase Mahaka Radio Integra. Instead, it became a pioneer in home radio broadcasting – an initiative that no one thought would have worked out so well.
But the pandemic also brought further challenges for the company to face.
Many people assume that consumers only listen to the radio when driving in their cars and, as a result, there was hesitance around advertising on radio stations. Afterall, with many people in lockdown, surely no one would be tuning in.
With Brandwatch Consumer Research, Putra’s team discovered that consumers were enjoying the radio stations’ home broadcasting programming from home, with a 30% increase in the volume of mentions online around their broadcasts. This was further backed up by further research his team did that indicated many consumers who often listened to the radio in the car had switched to listening from home.
Putra and his team were able to equip sales people with these insights, meaning they were better prepared to pitch to skeptical advertisers.