Today’s advertisers must be savvy enough to know how best to invest their advertising dollars. When carefully planning a media buy, there is no more effective and far-reaching medium than radio in identifying and targeting a new customer base, as well as retaining an existing one.
Reach a Captive Audience with Radio
Arbitron, a national leading consumer research company that collects listener data on radio audiences, found that:
- Americans are in their cars an average of 15 hours per week.
- 96% of those who have driven or ridden in a car in the past month have used the car radio. More than 80% of 35-64 year olds say they spend most of their time with radio.
- Since 1999, in-car radio listening has increased substantially.
- 39% of listeners spend more time in their car now than a year ago.
- Almost all in-car listening is to pre-set stations. People rarely change their pre-sets. 43% say they leave their car radio set to one station.
- A great deal of shopping occurs on the drive home from work.
(Source: The 2003 Arbitron National In-Car Study)
Why Radio Makes Sense
Radio travels everywhere your customer does. It reaches them in their homes, in their cars, in their workplace; even where they shop. It is a portable, MOBILE medium that accompanies them throughout their day. Advertising on radio ensures your message will be communicated to a broad audience, right where they are at any given moment.
Radio Captures Your Customer’s Attention.
Radio advertising can be easily tailored to appeal to your target audience. Demographic information ensures you know who is listening to your message, and when. And with radio, your message is available to your audience, 24 hours a day, 7 days a week. And research shows that radio regularly reaches consumers within two hours of their largest purchase of the day (Source: http://radioadvertisingfacts.com)
Radio reaches an audience with FREQUENCY.
Leading theorists have demonstrated that in order for a consumer to retain a message, it needs to be exposed to an advertising message at least three times. (Source: Herbert E. Krugman,“The Impact of Television Advertising: Learning without Involvement”)
Radio ad packages are designed specifically for this reason. Advertisers are assured that their message is placed on-air with frequency – at peak times to reach your audience – to reinforce a message. Purchasing numerous commercials spots ensures your radio buy is the most impactful; and its frequency ensures the message is being retained.
Radio is a COST-EFFECTIVE medium in conveying your message.
Compared to all other advertising media, radio is the most cost-effective ways to reach your audience. In Manchester, NH, one can expect the average rate for a 60 second commercial to be in the range of $ 59.00. This pricing can vary based upon a radio stations’ popularity and ratings, as well as may fluctuate according to season. (Source: http://radioloungeusa.com)
Radio is a Survivor in the Age of New Media
In today’s rapidly-changing age of new media, America’s newspapers and television stations are struggling to keep pace with the innovation all around them. The beauty of radio is that it continues to capture a broad spectrum of listeners who still utilize the traditional venues of print and television, as well as those who have begun to look elsewhere to meet their changing communications needs. In fact, radio continues to attract audiences during TV’s peak primetime viewership, reaching an average of 59% of persons 12 and older. Additionally, radio continues to perform strong with newspaper readers and non-readers alike. (Source: RADAR ® 109, June 2011 © Copyright Arbitron (Monday-Sunday 7pm-midnight Cume Audience Estimates)
Bottom line, radio advertising continues to perform powerfully when you need to reach your target audience in a cost-effective and impact full way.