Seven Reasons for Using Radio
Radio offers efficient targeting
Radio reaches people at relevant times and places
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
For more details about ad avoidance please see our ‘You Can’t Close Your Ears’ report
Radio has a “multiplier effect” on other media
For more details please see our collection of Multiplier studies
Radio creates a large “share of mind” for a brand
Radio drives response, especially online
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