Radio advertising

According to the Radio Joint Audience Research Limited (RAJAR), 89% of the UK population listen to the radio every week. Audiences are also increasingly moving from the BBC to commercial stations, giving you more opportunities to market to them.

Most Radio stations cater to distinct audiences, making them a great channel for targeting specific demographics.

Why should you use it?
As radio adverts only require audio meaning they are much cheaper to produce than TV advertising. They also give you the opportunity to reach huge audiences. For example, British media company Global boasts almost 24 million weekly listeners across its stations. Also don’t overlook local or regional radio stations, particularly if you need to target consumers within a particular geographic area.

When should you use it?
Radio is perfect for brand awareness campaigns, or for when you need to reach a specific target audience.

Things to consider:

• Without any visual cues, you need to make sure your proposition is clearly articulated.
• In order to measure the success rate, you should try to include a CTA (Join the Discussion) to your advertising.
• Remember that many people listen to the radio while concentrating on something else. It’s important to repeat your name and product/service several times to cut through.