Radio Reaches the B2B Market

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

• Everyweek, Radio reaches 86% of small business owners.¹
• Every week, Radio reaches 86% of adults 18+ who are self-employed.¹
• 42% of professional/managerial employed adults typically listen to the radio at home during the weekday.⁵

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. ²
• Radio increased brand relevance by 64% for those exposed to radio ads versus those who were not.²
• Radio increased brand consideration by 37% for those exposed to radio ads versus those who were not.²

Radio is a source for education as well as entertainment for Business Service occupations:

• 43% attribute radio to putting them in a good mood.³
• 43% stated radio is pure entertainment.³
• 41% stated radio keeps them informed/up to date.³
• 30% indicated that radio is a good escape.³
• 28% said radio makes them think.³
• 29% said radio is a good source for learning.³
• 17% said radio is their main source of entertainment.³
• 15% identified radio for giving them good ideas.³
• 14% enjoy the ads on the radio.³

Radio is an aid for many self-employed business owners:

• 42% stated that radio keeps them informed and up to date.⁴
• 31% attribute radio for learning⁴
• 16% believe radio gives them good ideas.⁴

Radio drives online activity for B2B and consumer campaigns.

Federal Contractor Builds Awareness with Radio

• Background:
• A Federal Government Contractor that provides innovative technology services was experiencing branding and awareness challenges.
• Goals:
• Increase awareness of their services, drive contracts, etc.
• Solution
• A multi-platform campaign featuring spots voiced by the company leader that provided personal storytelling and insights on the brand, services and results they provide to their customer base.
• Results:
• 2MM+ people within the target audience were reached.
• The Federal Government Contractor saw increases in brand buzz, awareness, etc.
• The campaign has been renewed for 3 consecutive years. (Read full case study here.

Sources: 1) Scarborough USA+ 2022 Release 1 Total (Dec 2021-May 2023); 2) radioGAUGE from the RAB U.K [strongly agree scores]; 3) 2024 MRI-Simmons Spring Doublebase; Adults 18+; type of business: business service; Media Attitudes; 4) 2024 MRI-Simmons Spring Doublebase; Adults 18+ who are self-employed in their own business; Media Attitudes; 5) 2024 MRI-Simmons Spring Doublebase; Professional/Managerial Self-Employed; Typical Weekday Home

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