Radio is great at targeting your key audience, different stations attract different listeners. This gives advertisers the perfect opportunity to talk selectively to the groups they are most interested in.
Radio can reach listeners at key times throughout the day – when they are on the school run, surfing the internet, working, and so on. With radio so prevalent on mobiles and online, these touch points are everywhere!!.
Radio listeners tend to be doing something while they are listening to the radio. This means that they don’t feel the need to fast forward the ads like they do with TV. RAB Research suggests that radio has one of the lowest levels of advertising avoidance of any media.
Radio has been proven through several different pieces of research to multiply the effectiveness of the media it’s used in conjunction with. Whether it’s TV, Press, Online or Outdoor adding radio to the mix boosts overall campaign effectiveness.
Recent RAB research found that using radio boosted online brand browsing by 52%. This study also found that radio is on average 4x more cost-effective at stimulating brand browsing than other media combined.
Radio listeners tend to spend a lot of time with radio (on average almost 17 hours per week). Add to this the lack of clutter on radio compared to TV and Press, and a brand which is big on radio can create a disproportionately large share of mind for itself.
Listeners use radio for emotional reasons: to cheer them up; or to keep them company when they’re on their own. So, radio is a kind of friend. What a great context for an advertiser. It’s even more powerful when advertising extends into programming itself through brand integration, sponsorships and promotions.