As “the conversation medium” radio allows advertisers to talk to your potential customers on a one to one basis with very low ad-avoidance . The trusted voices offer an authoritative environment with great targeting capabilities.
Radio is often the last media consumers engage with prior to purchase
Radio accounts for 16% of the average media day
Radio is renowned for delivering strong return on investment
Using Radio to get your brand heard
Radio targets audiences efficiently with different stations attracting different listeners – Planet Rock listeners are worlds apart from Classic FM listeners for example. This allows advertisers to talk selectively to the groups they are most interested in.
When you advertise on radio, you can be confident you’re in a trustworthy environment. Information on radio is more trusted than in any other medium and ad campaigns that feature radio generate four times the level of brand trust of those that don’t.
How Radio is bought
The currency for buying radio spot advertising is a Cost Per Thousand (the cost to reach 1,000 people within the target audience) and the price depends on how niche or broad your target audience is, along with the type of airtime we want to get access to e.g. expensive high impact peak viewing vs cheaper daytime airtime.
The weight of spend for a Radio campaign is defined by how much activity is needed to achieve an optimum frequency or “Opportunity To Hear” across the campaign period. An average campaign would look to achieve 4 OTH - the target audience would have heard the advert on average 4 times during the campaign period. This frequency can be increased to create a heavier weight, high impact campaign, or reduced to achieve a lower level, “maintenance” weight.