differently -- especially based on Arbitron PPM data.
to need a product/service than any 1 of the 3 would be.
happen to need a product or service.
- Radio's diversity of programming affords advertisers niche channels
to zero in on narrow target groups
- Formats allow advertisers to speak selectively to consumers they want to reach
- Local/regional structure means brands can focus on key marketing areas
- Radio is on 24/7, reaching over 93% of people age 12 and older every week and 78% daily
- Consumers vary in their stages of the purchase cycle -- on-going Radio ads
allow your product or brand to be front and center when people are ready to buy,
even during "off seasons"
- Radio reaches consumers close to the time and location of purchase,
whether they're in-store or online shoppers
- Radio reaches listeners in-car when they're driving to stores, restaurants, etc.
- "Radio continues to be perceived as central to people's lives, especially when
contrasted with the precipitous decline by other traditional media"
- Arbitron/Edison "Infinite Dial"
- Listeners tend to listen to relatively few radio stations and are extremely loyal
to their favorites
- Research shows that Radio listeners have a low level of ad avoidance,
staying tuned-in through commercial breaks
- Because ads can run frequently and listeners tend to stay tuned for long periods
of time, a brand that is big in Radio can create a disproportionately large
share of mind for itself
- Listeners feel an emotional connection with their preferred Radio stations
- Passive forms of advertising merely list merchandise or tell where a product is available;
Radio is an active medium capable of stirring emotion, creating demand
and selling products and services
- Radio is a call-to-action medium
- Approximately 1/3 of TV time is devoted to commercials, about 2/3 of newspapers
comprise ad copy, and Internet users are now subjected to a barrage of advertising
- With an average of 10 commercial minutes per hour (about 1/6 of each hour),
Radio affords an uncluttered environment for advertisers
- Radio ads are always forefront for the listener's attention -- ads aren't surrounded
by competitors' spots or buried in the back pages
- Radio has a "multiplier effect" on other media
- Audio-only medium stimulates a different part of the brain than video, print, online images
- Adding Radio increases recall of TV, newspaper, Internet ads
- Radio is proven to drive consumers to advertisers' web sites
- Consumers need to be exposed to ad messages multiple times before they
begin to respond
- Radio's relatively low cost in relation to other media allows advertisers to use multiple
stations to reach their targets and build frequency levels for maximum impact
- Radio stars in the theater of the mind, stimulates emotion-filled images within
the listener's own mind -- voices, music, sound effects, recall of video images
- No matter how small or large the advertiser, Radio allows creativity to brand and
create a unique identity that consumers will remember
- Affordable production allows tailoring ads for compatibility to various formats,
increasing appeal to listeners
- Radio advertisers can adapt quickly to changes in their own situations and
marketplace to make sure their dollars are effectively utilized
- Radio production costs less than TV, print
- Radio is less expensive to buy than most major media, allowing advertisers to
afford maximum reach and effective frequency