RADIO DRIVES RESPONSE, ESPECIALLY ONLINE
Radio has always been a strong “call-to-action” medium, and this is even more true in a world where consumers access brands via the internet. The RAB’s Radio: The Online Multiplier study found that radio can drive brand browsing (direct to a brand’s website or searching for a specific brand in a search engine) by over 52%.
RADIO OFFERS EFFICIENT TARGETING
Radio targets audiences efficiently because different stations attract different listeners – Planet Rock listeners are worlds apart from Classic FM listeners etc.
RADIO IS “A FRIEND”
Listeners use radio for emotional reasons – to keep their spirits up, to stop themselves from feeling bored in a car or while doing daily chores. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser to appear in. The majority of people are
listening to radio on their own and they will have their own personal experience of the output which is not shared with other people. Radio presenters actively cultivate this relationship so that listeners feel they are being spoke to on a one-to-one basis.
RADIO HAS A “MULTIPLIER EFFECT” ON OTHER MEDIA
The original Millward Brown Awareness Multiplier Study showed how radio multiplies the effect of TV and since then the finding has been reechoed when looking at radio alongside other channels. Radio’s multiplier effect seems to originate in the fact that it is an audio-only medium, and therefore stimulates a different part of the brain.
RADIO REACHES PEOPLE AT RELEVANT TIMES AND PLACES
Most radio listeners are engaged in another activity, and this means that advertisers can reach listeners at key “touchpoints” during the day – when they are on the school run, at work, before going out of an evening, and so on.