It was anticipated that the rise in digital advertising options would mean the end of more traditional platforms, such as radio. However, revenue generated from radio advertising has consistently grown and reached £713m in 2018 (1), an increase of £251m since 2011.
In fact, the rise in digital technology has made it easier to get ‘on air’ giving listeners a lot more choice, and the ability to listen whenever they want, and wherever they are. It also allows advertisers to easily narrow down their target market and directly speak to potential customers.
We’re big fans of radio advertising and, ahem, we’re very good at it, so here are our reasons why it remains an important part of the marketing mix.
Enables you to be extremely creative
Radio advertising is a great way to have a bit of fun and share messages in varying creative ways. You’re able to bring your company brand to life by telling a story in a way that you’re unable to do with a printed advert. The more creative, the more you stand out from other adverts on the same station.
Multiple ways for people to listen
The 2019 Q3 listening figures from RAJAR (the official body in charge of measuring radio audiences in the UK) noted that 88% of the UK population tune in to radio every week and on average, we listen to 20.4 hours of live radio during those seven days (2). That’s a lot of ears over a lot of hours! But the way we listen is also interesting. Digital technology means that as well as a good old fashioned radio or stereo, we also listen via smartphones, tablets, laptops, digital television and voice activated speakers.
When watching TV, how many of us get up to make a cuppa, or have a quick flick around the channels to see what we might be missing during a commercial break? With radio, it’s different. People listen while driving, or have it on in the background when completing various tasks, meaning the switching to an alternative station during ad breaks simply doesn’t happen, and meaning your advert will be heard.
Good bang for your buck
Taking into consideration production costs, the coverage area and audience reach, it’s definitely good value. Add in to this that, apart from TV advertising – which is out of budget for many businesses – there aren’t many other platforms that allow you to chose exactly what day and time your adverts will be heard. Speak to a radio buying expert who will be able to ensure you get on air at the right time to reach the right audience.
1 Radio advertising revenue in the United Kingdom from 2011 to 2020 (in million GBP)