10 Reasons to Advertise
- Radio is on 24/7, reaching over 93% of people age 12 and older every week and 78% daily.
- Often considered a frequency medium, radio is an ideal reach medium when planned differently — especially based on Arbitron PPM data.
- Reach 3 consumers 1X rather than 1 consumer 3X since that 1 consumer is less likely to need a product/service than any 1 of the 3 would be.
- Ads are most effective when they remind people of brands they know, at the time they happen to need a product or service.
- Reminding is a perfect job for radio when used as a reach medium.
- 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 93% of “engaging” 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
- Radio reaches listeners in-car when they’re driving to stores, restaurants, etc.
- “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 newspapers comprise 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 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
