When discussing ways of expanding your marketing reach, one thing seems to dominate the conversation: Digital. From websites and blogging to social media and banner displays, the focus is on SEO and PPC, live video and native advertising. But there is a secret weapon for expanding your marketing reach that is often overshadowed by all the talk about digital. That secret weapon is radio advertising.
According to data gathered by Nielsen Media Research, 93% of adults listen to the radio each week. In terms of real numbers, nearly a quarter-billion Americans over the age of 12 are listening to an AM/FM broadcast at least once a week. When we think of mobile advertising, we may think of a smartphone, but when we’re driving, the true mobile advertising is on the radio.
In 2015, when Amazon held its first Global Prime Day, market research company IPSOS studied radio, TV, and online advertising to determine which medium drove the most sales. The data showed that 52% of those who heard radio ads made a purchase, outpacing online and TV ads. When you consider the profile of those most likely to make a purchase on Amazon Prime Day — millennials, households with children, and those employed full-time — it’s easy to understand why radio ads drove the most sales. The same set of demographics also describes the American radio listener.
In addition, for advertisers targeting men, Nielsen found that one in five men ages 18 to 49 and one in four men ages 35 to 64 listens to NFL games on the radio. For this difficult-to-reach demographic, radio is a powerful tool in your marketing arsenal.
Power of radio
One reason radio is so effective is because of data that enables you to know who is listening and when, so that you can be very targeted with your radio ads. In addition, radio stations have in-house experts to help craft high-performance creative that grabs the listener’s attention. Radio listeners tend to be loyal to the radio stations they like, and radio personalities are able to develop a level of trust with their listeners.
Many radio stations are a one-stop marketing shop, offering services such as logo design, web design, and social media management in addition to helping craft your radio spots. And because radio is an intrusive medium, listeners are exposed to your message repeatedly — not only in their own cars but when riding in a friend’s car and in stores and restaurants. They don’t have to seek out your message; it comes to them.
The biggest brands know the power of radio
Big name brands understand the power of radio. In 2016, McDonald’s and Burger King battled to take the crown for the most radio airtime, with Burger King beating out its competitor, running over 30,000 radio spots during a one-week advertising blitz in February. During the same week, drug chain heavyweight Walgreens ran nearly 50,000 radio spots and GEICO ran over 34,000 spots.
Put the powerful secret weapon of radio advertising to work for your brand. Use the targeting capabilities of radio to reach the right customer at the right time, and reach them repeatedly in multiple locations.
