In a world where the visual is king audio communications often get overlooked. However, if you’ve not considered adding radio advertising to your media mix then you could be missing out.
It might not be the traditional home of direct response advertising but that doesn’t mean radio advertising can’t deliver for DR brands. The latest RAJAR figures indicate that commercial radio is enjoying huge success this year. So what do you need to know about this medium?
Commercial radio is BIG and getting bigger.
Commercial radio exits Q2 with much to celebrate. Gone are the days when the BBC reigned supreme over the airwaves. The radio market is dominated by the powerhouses of Bauer and Global with flagship stations such as Absolute, Capital and Heart. With Bauer attracting 22.7 million weekly listeners and Global bringing in a staggering 27.2 million listeners every week proving they can very much deliver the numbers. Many commercial stations have become household names thanks to high quality content and energetic marketing campaigns with their intensive efforts translating neatly into a boost in their listening figures.
According to the latest RAJAR report, commercial radio has reached a record high of 40.5 million listeners, up 2% on Q1 figures. If you’re looking for reach, radio can certainly provide it!
Not only are listener numbers up, commercial radio has also increased its share of listening. Commercial radio now accounts for an impressive 55% of listening vs. 43% for the BBC, demonstrating that commercial stations are really on a roll when it comes to attracting and engaging listeners.
Why should you consider radio advertising?
If you’re looking to build cost effective reach radio could be for you. Audiences can be bought more cost effectively than almost any other medium* so it’s a relatively cheap way to get your message out there. However, radio’s ability to reach the masses is only part of its appeal. Low ad avoidance*, a wide range of audience targeting opportunities and the ability to reach people at specific times of day mean radio advertising can be an efficient and cost effective addition to the media mix.
If targeted, wide reaching and cost effective is not enough for you radio also has the advantage of offering a speedy turnaround. Short lead times mean that advertisers can quickly react and get campaigns on air in a relatively short time. This allows advertisers to react quickly to opportunities as they present.
Radio advertising can boost your campaign
Not only does radio work as a media channel in its own right, it can also boost the effectiveness of your whole advertising campaign. IPA data suggests that advertisers who use radio see a higher return on their marketing spend than those who don’t. In fact, a study conducted by industry body, Radio Centre found that radio delivers an average ROI of £7.70 for every £1 spent. Making it second to TV in the cost effectiveness stakes.
Ready to ride the radio wave?
You need expert, independent advice if you want to get the best out of a radio advertising campaign. At AJ we know how to make radio work for direct response advertisers. As media specialists we also know how best to use it to complement your other campaign activity. If you’d like to know more about how radio advertising can fit into your media mix get in touch.
Read more about radio advertising and why we love it.
*info from Radiocentre.org