Key Reasons to Consider Radio Advertising — header image

Tune In to Radio: Six Key Reasons to Advertise on Radio

As advertisers struggle to negotiate the ever-changing world of digital marketing, there’s one medium that remains strong, affordable and effective: radio.

1) Radio Sells With Immediacy

Research proves that radio regularly reaches consumers within two hours of their largest purchase of the day. It’s hard to beat reaching your customer in transit while they’re on their way to go shopping.

2) The Affordable Theater of the Mind

Want an elephant dancing weightless in a space station as a 100-piece symphony orchestra plays along? With word pictures and emotion-evoking sounds, radio’s theatre of the mind creates images the mind can comprehend at a price you can afford.

3) Escape Advertising Clutter

Today’s newspapers average 2/3 ad copy to 1/3 editorial copy. Newspaper online sites are also jammed with more ads than content. Broadcast TV allots about 1/3 of its broadcast time on advertising. Radio averages about 10 minutes of advertising per hour, that’s less than 1/5 of broadcast time devoted to ads. Radio is the uncluttered medium.

4) Radio Drives Online Behavior

In today’s media mix, advertisers often use more than one medium to deliver their ad messages. If your goal is to drive consumers to your website or online landing page, adding radio to the media mix drives 228% more online search activity than television advertising dollar-for-dollar, according to the Radio Advertising Bureau.

5) People Are Listening

Despite the rise of digital strategies, radio still maintains its foothold in the advertising industry, with 90% of Americans age 12 and older tuning in at least once a week. Streaming radio is on the rise as well; over 50% of Americans stream online radio at least once a month, and on-demand audio streams have reached more than 184 billion so far.

6) Return on Investment

According to a recent Nielsen “sales effect study,” examining radio’s return on ad spend in four retail categories, every dollar spent in radio advertising could generate up to $17 of revenue from listeners exposed to ads from department stores, home improvement stores, mass merchandisers and quick-service restaurants. The study found that, while new digital formats are capturing headlines, traditional formats, specifically radio, could give some advertisers the returns they want.

If you have an interest in taking advantage of radio advertising for your next campaign, contact Innovative. We can help you determine which media mix is best for accomplishing your objectives.

Beth Harris

Beth Harris
Assistant Creative Director