With its huge reach, low ad avoidance, and ability to reach people at relevant times, radio is a strong call to action medium. This section demonstrates radio’s ability to drive response - either as a true direct response medium e.g. “go to this website now”; or more subtly as an indirect response medium used to reach out to listeners to give them new information or stir their interest in an offer.
Demonstrates the continued relevance of radio and the different need states it fulfils for the listener, including Broadening Horizons which highlights how listeners actively seek new information on the radio.
With 66% weekly reach of adults and low ad avoidance, Commercial Radio has the ability to exert influence across a wide audience
Radiocentre has conducted a wide range of research studies over the years that demonstrate how radio can play an effective role in driving response.
Our ongoing campaign measurement research reveals the extent to which radio drives awareness and consideration for campaigns seeking to drive response:
Go in store
Based on analysis of confidential econometric data across over 2,000 media campaigns this study demonstrates that brands using radio get their money back nearly eight times over on average - second only to TV. More importantly, in sectors seeking to drive a short term response (including Retail, Automotive, Finance and Travel) radio offers the best ROI of any medium.
Selected case studies focusing on how advertisers have utilised radio to drive a response
Using presenter endorsements to drive a change in behaviour within the community, including over 10,000 businesses signing up to take part in Lights Out London.
Using radio to drive competition entries, digital engagement and ultimately sales for the launch of a new beauty product.
A selection of tools available on the Radiocentre website that will enable you to enhance the effectiveness of your radio campaign
Station mapping - Our Mapping tool enables you to create maps of the coverage areas for UK commercial radio stations. Searching by region/place will highlight which national and local commercial radio stations are available in your area.
Snapshots - Research demonstrates that reaching people at relevant times can help enhance cut through and effectiveness of a campaign. From the school run to working/studying through to childcare, Snapshots provides you with IPA TouchPoints data, case studies and audio to help demonstrate why radio is relevant for reaching people in the moment.
radioGAUGE Predict - Use this tool to find out how radio drives awareness, consideration, and relevance across different sectors and media mixes, all based on actual campaign data.