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Radio Reaches B2B Markets


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Radio has the ability to reach small business owners and self-employed workers.

  • Every week, Radio reaches 93% of small business owners
  • Every week, Radio reaches 93% of Adults 18+ who are self-employed
  • (Source: Scarborough USA+ 2016 Release 2 (August 2015 -November 2016))


Radio drives awareness, relevance and consideration for B2B advertisers.
Based on an analysis of 16 B2B campaigns:

  • Radio increased ad awareness by 128% for those exposed to radio ads versus those who were not.
  • Radio increased brand relevance by 64% for those exposed to radio ads versus those who were not.
  • Radio increases brand consideration by 37% for those exposed to radio ads versus those who were not.
  • (Source: radioGAUGE from the RAB U.K (strongly agree scores))


Radio is a source for education as well as entertainment for B2B professionals/managers:

  • 55% attribute radio to putting them in a good mood
  • 45% stated radio is pure entertainment
  • 38% said radio makes them think
  • 36% indicated that radio is a good escape
  • 33% said radio is a good source for learning
  • 24% identified radio for giving them good ideas
  • (Source: GfK MRI Doublebase 2016; Adults 18+ who are business-to-business professionals/managerial)


Radio is an aid for many business owners:

  • 47% stated that radio keeps them informed and up to date
  • 32% attribute radio for learning
  • 22% believe radio gives them good ideas
  • (Source: GfK MRI Doublebase 2016; Adults 18+ who are self-employed in their own business)

Radio drives online activity for B2B and consumer campaigns.
Focus on Energy Case study

  • Background:
    • Focus on Energy, Wisconsin’s statewide program for energy efficiency and renewable energy, works with eligible residents and businesses to install cost-effective energy efficiency and renewable energy products.
  • Objective
    • Maximize awareness for multiple residential and commercial programs by combining marketing and promotional efforts targeted to specific audiences during various time period
  • Solution:
    • Capitalize on Radio’s ability to reach both residential and commercial targets
    • Match Radio format to specific customer targets connecting with them at “the right time and in the right place”
      • Print, online, social media and direct mail helped to support the Radio campaign
    • Campaign components included billboards and sponsorships, energy efficiency tips, myth buster contest, “Ask the Expert” interviews and more
  • Results:
    • The program saw a 75% increase in Focus on Energy’s name recognition between 2008 and 2009.
    • Focus on Energy program goals were exceeded by over 100%
    • Focus on Energy website experienced a surge in visitor activity during the Radio advertising campaign. These were the highest numbers since the beginning of the program
(Read full case study here.)