Five reasons why THIS medium is proven to deliver for brands

Radiocentre’s new ad campaign promotes the power of the medium at the heart of the audio revolution: Radio. The campaign is to remind advertisers about the scale and scope of the original influencer, focusing on three pillars of radio’s strengths: Trust, reach and cut through. Entertaining 36m people every week, commercial radio is an unrivalled ad technology which is unskippable, unbeatable and unblockable.

1. Radio reaches two-thirds of the population every week

   Advertisers have more choice than ever before, with new platforms emerging from a revolving door of media options. If you want your brand to reach millions of different consumers, all across the country, then commercial radio can deliver 36 million listeners every single week. Over the last four years commercial audio’s weekly adult reach has grown from 66% to 74% and listening hours are up by 23% (source: RAJAR MIDAS). How many other mature media markets can make similar claims about growth?

2. You can’t block a radio ad

   What’s the most basic accomplishment you would expect from your ad campaign? We’d argue that it’s being noticed, but there are many mediums that can’t even guarantee that. With the trend towards subscription VOD and the rise of ad blockers, research has revealed how only 12% of viewable ads are noticed. But you can’t click, skip, or block a radio ad. Commercial radio reaches around six times as many people as commercial podcasts or streamed music services and accounts for around 85% of all time spent with commercial audio (source: RAJAR MIDAS). There’s no better channel for maximising the impact of your audio advertising strategy.

3. Your brand is safe with radio
   

   It feels like a great idea to pay Influencers to promote your brand on social media but with research suggesting that over half of UK influencers have bought followers or used engagement bots to artificially boost their appeal to marketers, are you really getting the biggest bang for your buck? Commercial radio engages 36m REAL followers every week and offers a regulated and safe environment which is deeply trusted by listeners, more so than any other medium (source: EBU Trust Barometer).

4. Advertisers can reach audiences at relevant times
   

   With so much control at our fingertips, we’re constantly scrolling, clicking, and skipping. But because audio doesn’t require primary visual attention and plays out in real time, radio is unique in that ads can be heard as intended when people are doing other things. Neuro-science categorically proves that listeners are able to absorb the detail of radio ads when they are participating in other tasks or activities at the same time. It’s an exciting time for audio, with huge national brands, new household technology and more ways to listen than ever before. Commercial radio lies at the heart of this audio revolution – with record audiences, unique targeting opportunities and proven effectiveness, there’s never been a better time for brands to use radio.

5. Radio cuts through in an increasingly attention deficit world
   

   We’re constantly scrolling, clicking and skipping. But because audio doesn’t require primary visual attention and plays out in real time, radio is unique in that ads can be heard as intended when people are doing other things. Hear and Now categorically proved with neuroscience that listeners are able to absorb the detail of radio ads when they are participating in other tasks or activities at the same time.

It’s an exciting time for audio, with huge national brands, new household technology and more ways to listen than ever before. With commercial radio at the heart of this audio revolution – with record audiences, unique targeting opportunities and proven effectiveness – there’s never been a better time for brands to use radio.

Get in touch to find out more about radio advertising, email campaign@radiocentre.org