- Radio reaches people when audiences are engaged in relevant activities
With radio, Government advertisers have the opportunity to reach people while engaged in a range of activities. For example, HMRC directing messages to listeners while carrying out household admin and TfL targeting road safety messages to people when they are travelling in car. With radio’s ability to reach 39% of people whilst cooking, specific fire safety messages can also be delivered at appropriate moments.
Media reach when cooking
- Radio ROI for Government is strong
For the Government sector, radio ROI averages at £16.70 for every advertising pound spent, which places it second behind Retail. Flexibility of radio allows Government to target audiences with a broad variety of messaging, whilst they’re engaged in lots of different activities – while also delivering high ROI.
- Radio has a strong uplift effect across awareness for Government/Public Service brands
Ongoing effectiveness research study Radiogauge underpins how radio has a significant uplift effect on awareness for Government campaigns.
- Get inspired by Government radio case studies
Search our case study finder for the most relevant examples of how radio can boost your communications plan. Recommended reading:
Connecting with an audience at the right time and in the right place.
Radio encourages drivers to think of bikers as real people.