Here are seven points that demonstrate why radio is the one medium that people spend more time with than nearly all other mediums.

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1. RADIO OFFERS EFFICIENT TARGETING
Radio targets audiences efficiently because different stations attract different listeners. This allows advertisers to talk selectively to the groups they are most interested in. Added to this is radio’s localized reach, which means that local brands can focus their activity very effectively.

2. RADIO REACHES PEOPLE AT RELEVANT TIMES AND PLACES
Most radio listeners are engaged in other activities at the same time they are listening. Radio advertisers can reach listeners at key decision points – when they are driving to/from work, delivering the kids, surfing the internet, before going out on Friday nights, and so on. And now that radio can be heard on smartphones and the internet, these points are even broader. Radio is the one medium that universally reaches the audience closest to the point of purchase. Research shows that advertising which is relevant to a listener’s other activity is highly likely to be recalled.

3. RADIO GETS THROUGH IN AN “AD AVOIDANCE” WORLD
Research shows that radio has the lowest level of advertising avoidance – people rarely switch stations and actually listen to any message that is relevant to them This is a great opportunity for advertisers who want to reach out to new customers, or to tell existing customers something they didn’t know.

4. RADIO HAS A ‘MULTIPLYING EFFECT’ ON OTHER MEDIA
Radio’s way of multiplying the effect of other media is a feature of multi-media research studies. Radio’s multiplier effect seems to originate in the fact that it is an audio-only medium, and therefore stimulates a different part of the brain.

5. RADIO CREATES ‘TOP OF MIND’ FOR A BRAND
There are two factors impacting radio’s ability to create top of mind awareness. Radio ads are played frequently and since listeners are tuned in for long periods, an advertiser can create a top of mind campaign by reaching many listeners many times over a prescribed period of time.

6. RADIO DRIVES RESPONSE, ESPECIALLY ONLINE
Radio has always been a strong ‘call-to-action’ medium, and this is even more true in a world where consumers access brands via the internet. Recent radio and internet joint research revealed that at any given time a significant number of web surfers are listening to radio - only one click away from interacting with a brand. Social

7. RADIO IS ‘A FRIEND’
Radio wakes lsteners up in the morning, puts them to bed at night, travels with them in their car, and keeps them company at work. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser. It is even more powerful when advertising combines with event sponsorships & promotions. When a radio station personality talks about ‘our friends at Company X’, the listener is hearing about a friend of a friend. Radio is “word of mouth” magnified!

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