Why radio advertising is more important than ever before


Advancements in technology have constantly changed how we consume content and in the face of it all, radio can be seen as an outdated type of advertising. In-fact, radio is as relevant as ever, and when utilised as part of a well-planned marketing campaign, it can be essential to meeting your full suite of objectives. The latest RAJAR results show the rising importance of radio: 20.3 hours average listening time, 36.77m total commercial radio audience & a large increase across multiple stations listening audience.

According to RadioCentre, the working from home audience is at 8 million listeners. This represents a large target audience who listen to commercial radio to accompany their working day. The study commissioned also revealed 83% of listeners are between 25 & 54, two thirds own their own home, and they have incomes that are, on average, 45% greater than the national average. What this means for you, as the advertiser, is that you are hitting an audience with disposable incomes who are in front of the computer screen, ready to search your brand and spend. This shows there is vast potential to target people through radio, and lots that are at the computer, ready to search your brand or product and spend with you if the ad is targeted right. One case of this is Magners. Their ‘What Bank Holidays Are Made For’ radio advertising as part of their overall ‘Another Season, Another Reason’ campaign focused on radio and delivered an ROI of £8.66 for every £1 spent, a very impressive result.

When looking at the popularity of radio stations, 4 out of the top 5 stations are commercial, meaning consumers of the content are more likely to be receptive to advertising. There are even digital radio advertising options out there such as DAX and Octave where you can really start to drill down into specific audience segments. For example, Northumbria University decided, when running a clearing campaign, to advertise on Smooth Northwest, a stationed mainly listened to by the 40+, to reach the parents. They identified that parents can be key decision makers in university choices and created a creative that resonated more with parents through the emphasis of safety and a call to action via the phone. This is a clear example of using specific stations to hit your target demographic.

The ability to immediately go from listening to an advert on the radio to then searching for your brand is a further benefit of radio advertising. 33% of smart speaker owners use their devices to make a purchase. 50% of home workers coming from sectors such as finance, IT, healthcare, and government, meaning they may have access to computers, giving them the ability to research your services as they listen to your advert.

The above data shows that radio advertising is more powerful than ever as we come out of the other end of restrictions and that it can help drive a well-rounded media campaign when utilised with advances in modern advertising.

For further support on your radio campaigns, contact Media Performance today.

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