Why should you
advertise on radio?
The reason why you should advertise on radio is a pretty simple one. Exposure.
You can achieve a huge reach when you advertise on radio. With over 36 million people listening each week. These listeners are your customers. And, they trust what they hear on the radio.
Radio advertising exposure
Live radio reaches 38% of people travelling by car to buy groceries. So the effect this can have on shoppers’ purchasing decisions is significant. And this is 13 times more than the reach of the next largest editorial media.
Advertise on radio. Some facts.
Number of listeners
Over 36 Million people each week
Licensed stations
Over 380 commercial stations
Digital radio
53% listening on digital platforms
Adult listeners
88% listen at least once a week
Radio and the
audio revolution
An audio revolution has taken place. Listeners used to have two choices. Live radio or their personally-owned music collection.
Now, the rise of new audio formats has changed things. Podcasts and streaming music services give listeners more options than ever before.
Add to this rise in the use of mobile devices and the fact that audio content is pretty much device neutral.
It means that people can listen to almost anything, anywhere, and at any time. And this includes your advertising.
Radio and the
audio revolution
An audio revolution has taken place. Listeners used to have two choices. Live radio or their personally-owned music collection.
Now, the rise of new audio formats has changed things. Podcasts and streaming music services give listeners more options than ever before.
Add to this rise in the use of mobile devices and the fact that audio content is pretty much device neutral.
It means that people can listen to almost anything, anywhere, and at any time. And this includes your advertising.
”Listening to live radio still accounts for over 75% of the audience, remaining the dominate format.
Radio CentreIndustry Facts & Figures
Campaign effectiveness.
When you advertise on radio
Return on investment
Radio produces £7.70 revenue ROI for every pound spent. This is second only to TV, and higher in many product categories e.g. retail, finance, travel, automotive. This demonstrates that radio delivers a profit ROI of £1.61 per £1 spend, again second only to TV advertising.
Brand salience
Radio advertising increases the effects of brand communication over TV advertising alone. This helps brands spring to mind more in purchasing situations. When you advertise on radio as part of your campaign mix, your brand is elevated. This brand salience increases brand recall.
Brand relevance and trust
Radio advertised brands feel more relevant and are more trusted by radio listeners. Radio is seen as a trusted voice by many listeners. This trust elevates the brands that advertise on radio and makes consumers feel more confident. Your brand can benefit from this trust.
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