Radio Bite: Speaking Their Language

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Radio is a powerful and often underutilised platform for advertisers. During these unprecedented times our Radio Bites series will give compelling reasons for brands to continue to be heard on the airwaves and why consumers will be listening.

Recent research conducted by Radiocentre found that, during the current crisis, radio is playing an important role in keeping people connected and up to date, with 90% percent of respondents agreeing that commercial radio kept them in touch with the outside world, and a similar number agreeing that it kept them informed (89%).

Not only this, but listeners are tuning in for longer. Average time spent listening has risen to 26 hours every week, compared to 14 hours a week prior to the health crisis.

So now people are listening even more closely, you want to make sure that your message has a lasting impact. It’s important to communicate to people on their terms, in a way that relates to them, and one way of doing this is by choosing the right voice in which to deliver your message.

Previous research conducted by Radiocentre looking into use of regional UK accents in radio advertising found that Received Pronunciation (the typical BBC announcer-type accent historically) is good for government messages when they need people to comply with a specific issue (e.g. ‘file your tax return’ or, more topical, ‘Stay at home’). While regional accents can be more effective when trying to encourage behaviour change, especially among younger audiences (e.g. ‘start exercising’).

In this sense, radio can allow you to tailor your message to a range of audiences, simply by speaking to them in the right voice. It’s important to think about the message you want to deliver, who is your primary audience and how to find the best way to relate to them.

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