Making Waves on Radio Row

Government shutdown. Polar Vortex. Nothing was going to keep us away from Super Bowl’s “Radio Row.” Broadcasting from Los Angeles to Boston and even Australia, it’s the perennial place to be for the top voices and athletes in the country leading into Super Bowl. Radio Row continues to deliver some of the best content from the week and any topic is fair game. From game day predictions to talking chips, cars, and even the opioid crisis in America, here are some highlights from our experience on this year’s Radio Row…

radio marketing

Brand FOMO:
There’s no shortage of products to promote and no shortage of athletes ready and willing to promote them. Radio Row has become the place to be and be seen to drive buzz and brand awareness for both official and unofficial NFL partners alike. With hundreds of media outlets stationed under one roof, brands can generate hundreds of millions of impressions and engagements with one media tour.

It’s not just radio:
While radio is alive and well on Radio Row, with the biggest national outlets featuring full production desks and multi-camera set ups, digital and social media outlets have found a rich environment for showcasing live-streams and behind the scenes content. And, in an area where fans are not granted access, this kind of content is king for them. This year also saw an increase in radio outlets upping their digital video content game. And get ready for the newcomers to Radio Row – tech and app startups are securing space to have attending athletes experience and promote their offerings as well.

Nostalgia and entertainment work well together:
There is a very natural appeal for entertainment crossover on Radio Row, particularly within the music space. We all understand the magnitude of the halftime performer reveal each Super Bowl, and dozens of brands will bring both nostalgia and entertainment to their commercial offerings during the Big Game. Brands can take a 360 approach to activating their Super Bowl plans by integrating their ad talent into Radio Row.

Another Super Bowl has come and gone. And next year brands will be faced with the same challenge of making an impact during this massive cultural moment. We look forward to who we will see at Radio Row in 2020!

Tommy has 17 years of experience working with talent and their representatives in the brand space. He plays a crucial role leading Ketchum’s celebrity talent procurement division and also heads Ketchum Sounds, Ketchum’s in-house music marketing, division. He is responsible for negotiating and managing brand partnerships from endorsements and original content creation to sponsorships and live events.  Tommy has spearheaded programs for brands including Absolut Vodka, Avocados From Mexico, Clorox, Jameson Irish Whiskey, Kleenex, Maytag, Michelin and Yoplait, and aligned them with talent such as Lizzo, Tim Tebow, Darren Criss, Travis Kelce, Anderson, Paak, NSYNC and Jennifer Lopez.