YOU HEARD IT HERE
RADIO AUDIENCES measurement body RAJAR has reported that 89% of the UK’s adult population tunes in every week. The total average number of weekly hours spent listening to radio in the third quarter of 2016 was 1,038 billion, up by 320,000 on the previous figure. Nearly half opted for radio as their primary source of breaking news, knowing that stations can deliver almost instantly.
People wake up to radio, then they shower, drive, work, play and relax to it, going to sleep with it turned on. Smartphones, tablets and computers have helped to further its reach.
Radio is limited only by the imagination. At no cost to themselves, captivated listeners can be transported just about anywhere, 24 hours per day.
All of which flags up radio as a potentially potent advertising medium for businesses of all sizes. In particular, radio enables small enterprises to match campaigns with their geographical markets, then, if required, hit prospects further afield by employing national stations.
WHY RADIO?
Why might you consider radio? It targets audiences efficiently, as differing stations attract different listeners and you can choose time slots to match key activities, such as the school run. Research shows that radio has the lowest level of advertising avoidance. Radio drives response, especially online. And listeners use radio for emotional reasons, thinking of the medium as some kind of friend.
The latter is even more powerful when advertising extends to programme sponsorship and special promotions. If the presenter talks about “our friends at such-and-such” the listener is hearing about a friend of a friend, bringing the brand closer. The human voice is a powerful selling tool, conveying authority, yet with warmth.
Radio works best by repetition. Unlike print advertising in its many guises, where repetition equates to diminishing returns, radio has the opposite effect, with response rates accelerating over time. (It is not a one-hit wonder.)
There are two distinct and mutually important components to every radio advertising campaign: the creative input and the airtime selection. Both parts have to work and can only start to do so once you are clear about what you want to achieve.
Don’t be tempted by DIY economies. Skilled writers, experienced producers and knowledgeable planners can make a world of difference to your offering. You will sound convincing, pointing you in the direction of the average £7.70 return on investment per £1 outlay that the Radio Advertising Bureau announced recently. This is a theatre of the mind, so put on your best show.
PIVOTAL PART
Despite the proliferation of new media, radio is enjoying record audiences across DAB, FM and AM, with listener interaction increasing markedly. Commercial radio has been a pivotal part of the UK media economy for more than 40 years, although it has had an influence since the 1930s.
As far back as 1933 Radio Luxembourg had been shooting powerful long-wave transmissions to the British Isles, sponsored by brands such as Beecham’s Powders, Littlewoods Pools and Ovaltine. Illegal broadcasts from the likes of offshore Radio Caroline were widespread in the 1960s.
The first licensed commercial station was Manx Radio in the British Protectorate of the Isle of Man, on air from June 1964. Edward Heath’s government opened the door to independent radio across the UK in 1972. Legal advert number one was for Birds Eye fish fingers.
Today, the choice of national, regional and community stations to carry your sales and corporate messages is expansive, boosted by more sensible regulating and ever-evolving technology.
Buy your time wisely – soliciting advice and assistance as necessary, listening to the stations, studying the statistics, regarding rate cards as nothing more than lists of suggestions – and you can expect to be rewarded.
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