Through radio, advertisers can talk selectively to the groups they’re targeting. Radio stations have research available that tells you exactly what type of people are listening at any given moment of the day – you can plan the use of your advertising budget to get the best possible Return on Investment.
Radio Reaches Audiences at Relevant Times and Places
Most radio listeners are engaged in another activity, meaning that advertisers can reach listeners at key “touchpoints”. Research shows that advertising, relevant to a listener’s other activity is over 60% more likely to be recalled.
Very Low Ad Avoidance
Radio has the lowest level of ad avoidance (rivalled only by cinema). People rarely switch stations during ad breaks - or wait for that time to rush off to make coffee, stir the pot, or do anything other than pay attention.
The “Intimate” Medium
Listeners use radio for external reasons, leading them to see radio as a kind of “friend” – a valuable context for an advertiser to appear in.
The Happy Medium
When compared with online or TV engagement, radio makes people feel most happy and energised*. Radio’s mood-boosting editorial effect extends into the ad-break, generating 30% higher levels of positive engagement with the ad.
Source: RAB UK; *Sparkler Research “Happiness” Study, 2011