Radio Advertising - Be heard

Radio advertising can be a very effective way to reach your targets audiences. Like with TV advertising, different stations attract different listeners – Kerrang listeners are worlds apart from classic FM listeners etc. Added to this is radio’s regional/local structure, which means that brands can focus their activity very effectively onto key market areas.

One criticism of Radio that we hear a lot is that listeners are engaged in other activities and thereby are distracted from the message. However what this really means is that advertisers can reach listeners at key “touch points” – when they are on the school run, surfing the internet, before going out on Friday nights, and so on which allows for a whole new level of effective targeting. Research from the RAB (Radio Advertising Bureau) shows that radio advertising is over 60% more likely to be recalled if it is linked to the listeners other activities.

There are many ways in which consumers are engaging with radio as it can be heard on mobiles, MP3 players and other personal devices. Add to this the rise of internet radio and DAB and it’s far from being an obsolete medium. Research shows that radio, together with cinema, has the lowest level of advertising avoidance – people will rarely choose to switch stations and will most likely have a favorite station that they rarely stray from. Therefore they are available to listen to any message that is relevant, creative or different etc.

A recent joint IAB/RAB research project showed that a fifth of people surfing the internet are also listening to the radio at the same time – so they are just a click away from interacting with a brand. Radio has always been strong as a “call-to-action” medium and this is even truer in a world where consumers access brands via the internet.

Here at The TV Advertising Agency we understand the strengths of each individual medium and the benefits that they can bring to our clients. This means we can produce the most effective media schedule for our clients and always offer a bespoke solution to any brief.