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Radio On Advertising

Radio continues to survive and thrive through new delivery platforms on the web and as a podcast. While radio listening hours have remained stable, podcasts allow content to be consumed beyond the original broadcast. Radio remains popular, with 92% of people aged 12 and older listening each week, and its ad format continues to be effective by pushing out ads and messages to large audiences. Advertisers recognize radio's power in consistently exposing audiences to ads and establishing brand recall. Though changing rapidly, radio still engages listeners and is a relevant part of marketing mixes.

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Kumar Manoj
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62 views2 pages

Radio On Advertising

Radio continues to survive and thrive through new delivery platforms on the web and as a podcast. While radio listening hours have remained stable, podcasts allow content to be consumed beyond the original broadcast. Radio remains popular, with 92% of people aged 12 and older listening each week, and its ad format continues to be effective by pushing out ads and messages to large audiences. Advertisers recognize radio's power in consistently exposing audiences to ads and establishing brand recall. Though changing rapidly, radio still engages listeners and is a relevant part of marketing mixes.

Uploaded by

Kumar Manoj
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Radio is still finding ways to survive and even flourish.

Firstly, let’s
consider content channels. Radio now has, through the web, a new
delivery platform. The radio still thrives in the car, perhaps its single
most important listening environment. It also lives in many offices
and homes. The total listening hours per week remain pretty stable
compared to even five years ago. Most importantly the podcast has
enabled content to be saved and consumed by audience’s way
beyond the power of the original signal.
Like many traditional formats from pre-digital days, Radio has seen its
place in the modern media landscape questioned and doubted. Back
in the 40’s and 50’s the arrival of the TV in the American household
led to the prediction of doom and gloom for this “old media” format.
Good news is radio is still finding ways to survive and even flourish.
Consider BBC Radio film reviewers Mark Kermode and Simon Mayo,
who have seen their small radio show distribution grow from local
radio signals in the UK to a true global audience. This is helped in no
small way by the podcast growth from just 42 downloads of the
original show in 2005 to over 150,000 per week in 2013. Their content
distribution now includes YouTube video shot directly in the studio,
with yet more global listeners.
More than 90 years after its introduction as a commercial medium,
radio is still known for its broad reach. To this day, approximately 92%
of consumers aged 12 years or older listen to radio each week. Like
the rest of the media world radio is experiencing unprecedented
change at warp speeds, and the dollars that are shifting to new
platforms are not going to return to traditional media.
One reason radio continues to be relevant for the advertiser is the
actual ad format. Securing 30 seconds of dedicated user attention, let
alone 60 seconds, is an amazing feat in a time when web page
consumption may literally be a few seconds. Most importantly, the
format is actively pushing content out to audiences, enabling a more
complex sales message to be delivered. Ads can be enhanced with
humour, music, celebrity endorsements, offers, call to actions, web
addresses, phone numbers and, of course, those high speed
disclosures we all love!
But critical to all is reach and frequency. Radio ads can be heard on a
consistent basis, driving home the message and even establishing
lasting memory recall of jingles and catch phases in ways digital ads
can only dream about. Advertisers know how important this can be.
Many purchases are random, driven by a need that cannot be
predicted. So seeding an audience with deep recall and product
understanding that they call upon when the quick purchase decision is
being made can make all the difference.
Radio is still a favourite media platform for our agency and many of
our advertisers. It is not a dying media type and is as relevant to the
media mix now as it has ever been. It is powerful, emotional and
creates a connection with the audience that any advertiser should be
excited to be able to leverage.

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