1. Radio reaches people at relevant times in their day
Most radio listeners are engaged in another activity, meaning radio can reach listeners at key touch points such as the school run, meal time, waking up, whilst surfing the net, heading out on a Friday night and going to the supermarket.
Source: RAB UK
2. Radio is local
Radio stations build communities using locally produced content that is immediately relevant to their listeners daily lives. Radio is part of your city and part of your daily life.
3. Radio drives response
Radio is a strong ‘call to action’ medium. It encourages listeners to ‘act now’, be that text, phone, visit a store, download or search online.
Source: IAB/RAB joint research and RABUK Online Multiplier Research
4. Radio is trustworthy
Radio is a friend and is used by listeners for emotional reasons, be that to keep spirits high, stop boredom, keep them company or for entertainment. Listeners feel connected to their radio stations, they share and connect with radio presenters and feel they know them.
5. Radio keeps up with consumers
With more and more platforms from which to access, radio is the only media which can keep up with listeners when they are on the run and reach them just before making purchase decisions.
6. Radio has low ad avoidance
People rarely switch stations and accept that they will hear radio commercials and promotions which are relevant to them. Radio has one of the lowest levels of advertising avoidance.
Source: RAB UK Ad avoidance study
7. Radio is flexible
Radio offers advertisers and agencies the cheapest and fasted production turn-around. You can change a radio campaign at very short notice in reaction to consumer response or external factors like weather. Different creative can be prepared for various times of the day, reflecting the consumer’s mood.
8. Radio has a multiplier effect on other media
Many industry bodies have concluded that using radio with other mediums strengthens a campaign and adds another layer of communication which can deliver different and unique objectives.
9. Radio is uniquely engaging and creative
Radio offers creativity, engagement and a depth of consumer interaction that many mediums struggle to deliver. Radio stations have the ability to run integrated solutions which include events, promotions, sampling and talent across a multitude of platforms.
