Radio 20:20

Radio 20:20, a multi-level marketing program that promotes the power of radio to provide advertisers with a "20:20" vision of radio's ability to drive their marketing efforts into the 21st century.

The program is an extension of Interep's Radio 2000 - Interep's initiative that was launched in 1992, which spearheaded the growth of radio revenue through the decade.  Due in part to the Radio 2000 efforts, radio's overall share of advertising increased to 8.3% from 6.6% in 1992. As we entered into the next decade, Interep once again took the leadership position in our efforts to continue the consistent pattern of growth that radio has
demonstrated.

Interep launched the Radio 20:20 initiative at the National Association of Broadcasters convention in San Francisco in September 2000, with a presentation of industry white-papers entitled Radio 20:20 - A Sound Vision
of Radio's Future. The focus of the commissioned research papers was to determine terrestrial radio's role in the changing audio landscape, and how broadcasters could best capitalize on these evolving technologies.

Interep's Radio 20:20 initiative continues with a $1.5M campaign to help increase national radio revenue over the next 18 months. The program was designed to use its industry leadership position to spearhead a turnaround in the national radio ad market.

Interep’s new $1.5 million campaign included:

  • A plan for all Interep sellers and senior executives to target a minimum of two assigned non-radio or moderate radio advertisers for new business development. As a result, a specifically produced "Why Radio" presentation was given to over 1,500 advertising decision-makers throughout 2002 and into 2003.
  • A matching donation of $200,000 to the Radio Advertising Bureau's Radio Effectiveness Lab, was designed to provide advertisers quantifiable data on the impact of radio advertising.
  • Funding to create and produce effective radio commercials for advertisers interested in using the medium.
  • A series of "power" events, starting with the "Power of the Urban Radio" in New York City and  "Power of Hispanic Radio," as well as individual events on the Country, News/Talk and Sports formats. The goal of these events was to educate advertisers and agencies on radio's ability to reach key consumer segments.
  • A major press effort to raise radio's visibility in consumer and business publications.

Interep's Radio 20:20 initiative continues with a $1.5M campaign to help increase national radio revenue over the next 18 months. The program was designed to use its industry leadership position to spearhead a turnaround in the national radio ad market.

Radio 20:20 / A Sound Media Investment - Interep's aggressive marketing presentation to national advertisers across the country in an effort to increase billings for its client radio stations. The company's entire sales team, including sales managers and executives, presented the marketing presentation directly to advertisers, and advertising agencies' media decision-makers and account executives. As part of this effort, Interep also began a company-wide training program, designed to hone the new business development skills of all sellers.

Interep committed $1.5 million to this marketing program and used their industry leadership position to spearhead a turnaround in the radio ad market. The goals of the Radio 20:20 program were to increase spending by low to moderate, or non-radio advertisers, spur national radio revenue growth for the remainder of 2001 and 2002, and continue to grow radio's share of total advertising dollars. This initiative was the next phase of Interep's successful Radio 2000 campaign, which began in 1992, and brought more than $725 million new dollars to the industry.

Download our presentation: