How effective is radio advertising?
with Kim
9 in 10 adults in the UK tune into the radio for an average of 20 hours a week.
The benefits of radio advertising
Due to radio’s wide use across the UK, targeting capabilities and user experience make this form of advertising effective.
With over 36 million weekly listeners, radio has reach, resonance as an emotional influencer with the ability to boost brand impressions and results, generating an average return on investment (ROI) of £7.70 for every pound spent.
Let’s not forget to mention that millions still love radio. It’s a personal yet collective experience draws listeners in every day.
You don’t just need to be in your car or have a physical radio stereo to tune into a radio station. With current smart devices, radio is accessible anytime and anywhere.
Here are six reasons why you should consider radio advertising:
1. A wide demographic
A big plus when it comes to radio advertising is the statistical insight.
Each radio station has data on its audiences, allowing marketers to target their campaigns at the right people.
This data typically consists of audience characteristics such as age, gender, location, interests, income, etc.
So you can quite easily see that not only is radio advertising effective, it doesn’t matter offer or the product you sell does not limit your radio marketing ability.
Any location is an easy target, making it an ideal choice, especially if you have a physical store, as you can broadcast adverts to people within that area. Luckily, even with an online business, you can target specific audiences using radio.
A simple, quick audio advert whether it’s a jingle, sponsorship or testimonial can go a long way for a brand if it’s relevant and timely, of course.
2. The audience is huge
According to the gov. uk, radio is still popular, with 89% of the UK population tuning in each week. This is a number that has stayed this way for over ten years.
It’s intimate yet collective experience paired with ease of access has maintained radios popularity. And with 574 digital radio stations, thousands of streams and over 333 analogue stations (FM/AM) that reach over a million listeners each week, we are definitely spoilt for choice when it comes to radio advertising.
And new online radio access, including podcasts and on-demand streaming, keeps radio alive. With 64% of audio being stream on smart speakers proves that radio is not going anywhere, anytime soon as it accommodates our busy lifestyles.
3. It’s measurable
We can measure the performance of each radio ad, from site traffic right down to numbers of active listeners at a given time.
Additionally, with data from radio like audience statistics, other campaigns such as outdoor or digital can be paired to improve the experience and overall campaign performance.
4. It’s on repeat
Ever wondered how you remember the lyrics to a jingle you heard a couple of years ago?
It’s probably because your local radio station kept blasting it.
Repetition marketing is an advertising strategy that helps keeps a brand at top of mind. The frequency of repetition builds familiarity with a brand. However, marketers need to ensure that frequency is not too much or too little, as this may either annoy your audience or result in your campaign not being remembered.
5. Broadcasting 247 / 365
As I mentioned before, timing is so important when it comes to radio ads. The beauty of advertising on radio is that broadcasting all the time.
Radio is always switched on.
Just like with other advertising mediums, timing has to be perfect in order for your campaign to be received well. And having the luxury to send out an advert at peak or off peak times, you can make your campaign target more specifically for the best results.
6. It’s where your competition is, or isn’t
Whether your competition is advertising on the radio or not, being present will ensure you have a competitive edge.
You’d much rather be in line or be ahead of the competition than to fall behind and miss an opportunity! But with advertising spend being up to 717.7 million pounds in 2021.
It’s clear to see that radio and radio advertising is here for the long run. Most of the population is still tuned into radio stations across the UK – through analogue or digital platforms. It’s an effective advertising solution with a small budget and a big return.
Get in touch if you want your voice heard over the stereo – let’s get your audience hooked on your next audio campaign.
If you’re looking to get your voice heard over the stereo, give us a ring. Let’s get your audience hooked to you next audio campaign.
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