Even with the rise of online media, radio advertising is hugely prevalent. With 92% of people tuning in to radio weekly, it is an important area of marketing that often gets overlooked. Radio has been proven to be a cost-effective form of advertising proven to greatly increase ROI as well as build brand familiarity and consumer trust. Here are our top 10 benefits of radio advertising:
#1 Brand Familiarity
Radio listeners are creatures of habit: faithfully tuning into the same radio station, to listen to the host they are familiar with, at the same point in their daily routine. So by buying spots in the same time slot each day, you will build brand familiarity.
#2 Level of Trust
The level of trust that listeners place in radio stations and their on-air personalities continues to grow. COVID-19 revealed that social media has become far less trustworthy than radio, with radio being two times more likely to be trusted than social media.
#3 Demographics are measurable
A whole family may sit down to watch a TV show together, whereas a radio station is more of a personal choice. Demographic data is easily available from radio stations, which enables you to choose a station to pinpoint your target audience.
Radio is portable and can follow you wherever you go: from room to room at home, in the car, at work, even while you go for a run. The ability to listen to radio stations through mobile phones has been a major contributor to the growth in radio consumption.
#5 Advertising Advantage
Radio advertising is proven to be less expensive than traditional television advertising, and will often have the same reach. This also allows advertisers to run multiple ads, with increased repetition enabling better results. This advertising advantage allows drivers listening to radio show to act on ads they have heard. Because they are already outside of the house, If they hear a radio show advertising your food, drink or product, they are more likely to pull over and action your ad.
Radio provides one of the most cost-effective types of advertising. When two TV ads were run in comparison to one TV ad alongside two radio commercials, the second option boosted consumer interest by 6%, at a 15% cheaper cost. This makes radio 20% more cost-effective than TV.
#7 Return on investment
ROI has been proven to be superior with radio in comparison to other media outlets. Radio advertising delivered 17% more than the average ROI in comparison to online — 14% and TV 13%. Radio has also been proven to consistently increase ROI.
#8 Low cost = High Frequency
The lower cost involved in purchasing radio spots enables radio ads to be aired at a higher frequency. Radio ads typically run for a minimum of a month. This provides higher assurance that your message will both be heard by more people and also reinforced to the same people.
Even with the emergence of other types of audio entertainment like podcasts and streaming music, radio has been found to still be the most popular form of audio consumption. 92% of people still listen to radio weekly, in comparison to 87% who consume TV and 22% who listen to podcasts.
#10 It's Live
Research shows that 61.3% of people listen to live Australian radio, for an average of 2 hours and 7 minutes a day. The potential of live listeners allows for immediate advertising potential.
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