Radio Still Dominates
For regional and mid-market brands with smaller budgets, making wise media spending decisions is essential. While digital advertising is now the most popular, TV remains atop the leader board for many national brands. However, it’s an expensive realm to play in at large scale. Many mid-market brands simply don’t have a large enough media budget. A cost efficient and powerful alternative to reach a sizeable audience is terrestrial radio.
Radio is not limited to listening in the car
In 2017 according to News Generation, “93% of us listen to AM/FM radio over the airwaves, which is higher than TV viewership (88%), PC use (50%), smartphone use (83%), and tablet use (37%).” … “traditional AM/FM radio…continues to reach the majority of the American public. Audio as a platform is stronger than ever as more and more ways to listen continue to emerge.
Online radio listenership in cars has drastically increased. 40% of U.S. cellphone users listened to terrestrial radio on their phones in 2017.” And, with voice activation and the popularity of Amazon’s Alexa sales, radio continues to build since listeners can now tune into over 119 radio stations.
Radio’s targeted advertising sells on a local level
Radio’s variety of formats allows you to pinpoint your advertising on the station or stations that best match your customer’s interests. Know your audience and you’ll find the correct stations. Another benefit of radio is it goes to the consumer, it doesn’t wait for the consumer to come to it.
No matter the market size there are a limited number of stations in any market. The number of stations is far less than the number of TV networks and websites. Therefore, your odds of reaching your audience dramatically increase.
Radio not only offers a formatting benefit, but local market targeting is much more economical than local broadcast TV and it’s free to the consumer. Consumers like FREE!
Radio sells with intimacy
With radio advertising you are front and center in the listener’s attention span. Your ad is the only one heard, unlike digital platforms that can overwhelm consumers by serving multiple ads on a single page at one time.
Radio is cost effective
Radio delivers many more consumers per dollar spent than most other mediums. As a result, targeted niche advertising can be produced and delivered at lower costs. Streaming radio must create a new path for each listener making ads harder to deliver to each listener. Radio doesn’t work like that — one transmitter handles the entire coverage area, regardless of the number of listeners.
Radio isn’t going anywhere
Ever since the inception of radio, nearly 100 years ago, pundits have been predicting its demise. Time and time again, the predictions fail because radio is one of the most adaptable technologies in the marketplace and continues to fill important niches for consumers and regional advertisers. The medium’s ability to adapt to change and new technologies will ensure its place for decades to come.
And that’s what makes it successful when used properly, a great choice for mid-market brands.