Plus Radio

• Awareness: Many consumers already have a business name in mind when they turn to the PYP. Maintaining a radio ad schedule will make sure people have been exposed to messaging about your business and insure top of mind awareness among future prospects in the market. Consumers can't turn on the radio to research businesses when they are ready to buy, but if they've been exposed continually to radio ads, your business will be on their mind when they turn to local search
• Radio drives web traffic to business websites after ad commercial exposure. In analyses of AnalyticOwl data, radio increased new visitor traffic:
  
  • 9% for jewelry retailers
  • 5% for auto service businesses
  • 2% for healthcare practitioners
  • 4% for lawn and garden retailers/services
  (Source: AnalyticOwl category analyses 2022-2023)
  Audio works across key commercial levers
  Campaigns with audio outperform those without audio on profit (+75%), trust (+81%), price insensitivity (+81%) and customer acquisition (+19%). Audio's profit contribution also scales with media spend. Across 14 measures, the average uplift for all campaigns with audio was +22%, in comparison to campaigns without audio. See study results here.
  Audio nearly doubles profit for emotionally driven advertising
  The data also makes the creative case. Audio nearly doubles the profit generated by emotionally driven campaigns, and its effect compounds when it is paired with distinctive brand assets and run consistently over time. Over three years, 6% of nonemotional campaigns achieve incremental profit, while 33% of emotionally driven campaigns can say the same.
  (Source: The Secret to Profit and Trust: Audio, June 2026)
• Exposure: Ads in the PYP are not seen until a consumer is consciously looking for information. Ads on radio are intrusive and reach consumers every day, conveying your business's unique selling proposition and providing a known name when search begins
• Flexibility: Once the paper Yellow Pages are printed, a business's message is set for the year. Ads on radio can be changed periodically to focus consumers on different aspects of the business, including sales and location, that they'll recall when referencing the PYP when a need arises
• Mobility: Radio listeners frequently hear advertising in cars and they also make decisions on where to shop, eat, etc. while driving. The ability to now to search for a business online lends immediacy for follow-up to message heard on the radio
• Other helpful links:
  
  • Glossary:  http://www.rab.com/public/reports/buysellterms.pdf
  • FAQs:  http://www.rab.com/whyradio/faq.cfm
  • Statistics and Trends:  http://www.rab.com/whyradio/