7 Reasons Advertisers Should Choose Radio
With almost 85% of Irish adults listening to radio on a daily basis, there are a number to reasons why advertisers should choose radio.
Radio has always held a special position in the Irish media landscape compared to other forms of media.
The following seven points outline the core benefits of Radio.
1. Targeting
Radios structure and in particular the IRS Local/Regional structure allows brands to selectively target audiences that they are most interested in reaching.
2. Reach
Advertising messages that are relevant to a consumer’s activity are much more likely to be recalled. Radio offers advertisers the opportunity to target consumer’s at the most relevant times and places.
Radio is a 24-Hour medium; this offers many targeting opportunities for products such as drivetime, breakfast, weekends etc.
3. Low Level Of Avoidance
Radio is a medium with low ad avoidance; listeners rarely switch station to avoid ad breaks.
Unlike other forms of media Radio is listened to for long periods of time in different environments such as the home, office, car, and online.
4. The Multiplier Effect
Research has shown that radio as a medium works exceptionally well when used with other forms of media, this is known as the Radio multiplier effect.
As radio is an audio only medium, this effects a different part of the consumers brain. This can help drive traffic to a brands website or remind them of a TV ad for the brand.
5. Share Of Mind
Radio is a highly cost effect media which allows advertisers to achieve a high level of frequency. This means that consumers will hear the ad a number of times.
A brand which is a large advertiser on radio can create a large share of mind for that brand.
6. Drives Response
Radio is one of the most effective drivers of direct response. Many listeners listen to the radio either in the office or at home where they are close to a computer, this allows advertisers to drive traffic to their website.
Unlike press, Radio ads can be played at exact times to generate responses to call centres.
7. Radio As A Companion
Many listeners have grown up with the same personalities on their favourite station for years, they develop a great trust for the station.
This trust and involvement with the stations brand through competitions and communicating with the station can extend into the commercial content of the station.
Listeners then trust brands that advertise on their favourite station.