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Seven Reasons for Using Radio

Radio offers efficient targeting
Radio targets audiences efficiently because different stations attract different listeners – Planet Rock listeners are worlds apart from Classic FM listeners etc. This allows advertisers to talk selectively to the groups they are most interested in. Added to this is radio’s regional/local structure, which means that brands can focus their activity very effectively onto key market areas.

 

Find out more about UK commercial stations

Radio reaches people at relevant times and places
Most radio listeners are engaged in another activity, and this means that advertisers can reach listeners at key “touchpoints” during the day – when they are on the school run, at work, before going out of an evening, and so on. Research shows that advertising which is relevant to what the listener is currently doing is likely to be more effective.

Find out more about how radio can help reach people at relevant times and places using our Snapshots tool

Radio reaches out in an ad avoidance world
Research shows that radio, together with cinema, has the lowest level of advertising avoidance. People rarely switch stations and are therefore available to listen to any message that is relevant, creative, intriguing etc. This is a great opportunity for advertisers who want to reach out to new customers, or to tell existing customers something they didn’t know.

For more details about ad avoidance please see our ‘You Can’t Close Your Ears’ report

Radio has a “multiplier effect” on other media
The original Millward Brown Awareness Multiplier Study showed how radio multiplies the effect of TV and since then the finding has been re-echoed when looking at radio alongside other channels. Radio’s multiplier effect seems to originate in the fact that it is an audio-only medium, and therefore stimulates a different part of the brain.

For more details please see our collection of Multiplier studies

Radio creates a large “share of mind” for a brand
In the same way that the music industry uses radio to gain airplay of their artists and create chart hits, radio also creates a sense of ubiquity for brands. This is for two main reasons – firstly, because radio ads are on frequently and secondly because listeners tend to spend so long listening (on average 13 hours per week). A brand which is big in radio can create a disproportionately large share of mind for itself.
Radio drives response, especially online
Radio has always been a strong “call-to-action” medium, and this is even more true in a world where consumers access brands via the internet. The RAB’s Radio: The Online Multiplier study found that radio can drive brand browsing (direct to a brand’s website or searching for a specific brand in a search engine) by over 52%.

For more details see the full Radio: The Online Multiplier report

Radio is “a friend”

Listeners use radio for emotional reasons – to keep their spirits up, to stop themselves from feeling bored in a car or while doing daily chores. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser to appear in.

 

The majority of people are listening to radio on their own and they will have their own personal experience of the output which is not shared with other people. Radio presenters actively cultivate this relationship so that listeners feel they are being spoke to on a one-to-one basis. This makes for a more powerful advertising opportunity as when, for example, a radio presenter talks about “our friends at Company X”, the listener is hearing about a friend of a friend – and this has a strong effect on bringing a brand closer.

For more details on radio’s emotional connection with listeners and the impact this has for advertisers see the full Radio: The Emotional Multiplier report

october, 2017

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