Why Advertise on Radio

10 Reasons To Advertise On Radio

  • Radio’s diversity of programming affords advertisers niche channels to zero in on narrow target groups.
  • Formats allow advertisers to speak selectively to consumers they want to reach.
  • Local/regional structure means brands can focus on key marketing areas.
  • Radio is on 24/7, reaching over 91% of people age 12 and older every week and 78% daily.
  • Consumers vary in their stages of the purchase cycle – on-going Radio ads allow your product or brand to be front and center when people are ready to buy, even during off seasons.
  • Radio reaches consumers close to the time and location of purchase, whether they’re in-store or online shoppers.
  • Reach listeners in-car when they’re driving to stores, restaurants, etc.
  • Radio is a mobile medium, reaching people at home, at work, at play, in cars.
  • It’s a companion and an advertising force that accompanies advertisers’ customers wherever they go.
  • “Radio continues to be perceived as central to people’s lives, especially when contrasted with the precipitous decline by other traditional media” – Arbitron/Edison “Infinite Dial”.
  • Listeners tend to listen to relatively few radio stations and are extremely loyal to their favorites.
  • Research shows that Radio listeners have a low level of ad avoidance, staying tuned in through commercial breaks.
  • Because ads can run frequently and listeners tend to stay tuned for long periods of time, a brand that is big in Radio can create a disproportionately large share of mind for itself.
  • Listeners feel an emotional connection with their preferred Radio stations.
  • Passive forms of advertising merely list merchandise or tell where a product is available, radio is an active medium capable of stirring emotion, creating demand and selling products and services.
  • Radio is a call-to-action medium.
  • Approximately 1/3 of TV time is devoted to commercials, about 2/3 of newspapersare comprised of ad copy, and Internet users are now subjected to a barrage of advertising.
  • With an average of 10 commercial minutes per hour (about 1/5 of each hour), Radio affords an uncluttered environment for advertisers.
  • Radio ads are always forefront for the listener’s attention – ads aren’t surrounded by competitors’ spots or buried in the back pages.
  • Radio has a “multiplier effect” on other media.
  • Audio-only medium stimulates a different part of the brain than video, print, online images
  • Adding Radio increases recall of TV, newspaper, Internet ads.
  • Radio is proven to drive consumers to advertisers’ web sites.
  • Consumers need to be exposed to ad messages multiple times before they begin to respond.
  • Radio’s relatively low cost in relation to other media allows advertisers to use multiple stations to reach their targets and build frequency levels for maximum impact.
  • Radio stars in the theater of the mind, stimulates emotion-filled images within the listener’s own mind – voices, music, sound effects, recall of video images.
  • No matter how small or large the advertiser, Radio allows creativity to brand
    and create a unique identity that consumers will remember.
  • Affordable production allows tailoring ads for compatibility to various formats,
    increasing appeal to listeners.
  • Radio advertisers can adapt quickly to changes in their own situations and
    marketplace to make sure their dollars are effectively utilized.
  • Radio production costs less than TV, print.
  • Radio is less expensive to buy than most major media, allowing advertisers to
    afford maximum reach and effective frequency.