Radio advertising offers the opportunity to deliver a simple and powerful message to a targeted group of consumers that may be interested in the product or service. It remains effective despite the growth of other forms of advertising.

Radio stations sell time, and they sell access to markets. The key feature of a radio station is the format—the kind of programming it features and the style of the RJ. The format decides the audience the station appeals to, and the audience it delivers to advertisers.

Radio audience wide

The survey shows the number of people listening to radio is increasing every year.

Customised content

Radio allows messages to be tailored and localised to suit each audience. Advertisers target their message to specific demographics and communities, geographic locations, and around events and genres in a market. Each radio station is operated with specific market segments in mind. The product or service is advertised to the exact target market.

Simultaneous engagement

People spend the most time with radio throughout the day, providing ample opportunity for a message to reach its audience. People carry out their activities while simultaneously listening to the radio. Surveys show radio listeners are less likely to “tune out” when ads come on the radio.

Anywhere, anytime medium

Given the radio’s portability, advertisers have the opportunity to reach people on the go. The accessibility of radio enables listening to happen in places that other media has difficulty reaching. It overlaps with the digital media via downloadable radio station apps.

Pulse of Community

Radio is live and local – reflects the community. People listen to the radio to find out what is happening in their community – events, news, traffic updates, weather reports, sport, and entertainment. It is more local than global. It is interesting to note that radio has the characteristics that the new digital world has – acts as your constant companion.

Promotional scope

A ‘live broadcast’ at the location, sampling the product on air, and holding a competition…Such promotions can be hard to do with social media, print, or television. But radio can offer this sort of target customer involvement at an affordable price. If it is done well, it can personalize the product or service for the target customer.

Highly influential

Radio is the medium to build top-of-mind awareness. Careful time placement of ads has an impact on call to action. A personal endorsement by a radio personality adds credibility to the product or service. Radio content influences people because they feel they are hearing it from a ‘friend’.

Reaches target customers with frequency

Advertising works by repetition. The target customer needs to hear the commercial three or four times before responding to the call to action. To reach this level of frequency, radio advertising is more cost-effective than other media.

Flexible and immediate

Radio commercials can be created quickly without the delays of other media. Copy can be produced and revised fast. A radio advertising campaign can be up and running within a week.

Provides strong call-to-action

Radio commercials can be selectively scheduled by weekday, enabling messages to be delivered close to purchase. Listeners can act on an advertiser’s message and participate in station competitions.