94% of people carry out other activities whilst listening to radio. Radio compliments other media channels brilliantly.
Source: RAB UK
Radio & Online
- People often listen to radio whilst online giving advertisers a strong opportunity to allow instant access to further information.
- Radio is often the last message before going to work or arriving home – listeners are more likely to follow up a message online.
- Radio doesn’t distract from online activity, it can be consumed simultaneously.
Source: CRA Study “Radio and Online, they just click” 2008
Radio & TV
- TV has an evening orientation whilst radio helps advertisers reach consumers during the day. Combining both gives you access to consumers across the whole day.
- Radio helps trigger memories of a TVC through strong audio.
- Listeners can conjure up a brand image through the use of a strong audio – theatre of the mind!
Source: Commercial Radio Australia Effectiveness study 2007
Radio & Newspapers
- Radio and national press offer a very powerful combination. They are both high reach media, consumed daily and offer great planning flexibility.
- Newspapers are very much a morning media, complimenting radio listenership….giving brands ubiquity during a key time of day.
Source: RABUK RAEL The benefits of Synergy
Radio & Outdoor
- Both are habitually consumed, mainly on-the-move, and generate high levels of frequency.
- Outdoor is fantastic for reaching consumers at POS. Using radio in conjunction with outdoor can help strengthen the in-store push, bring posters to life and increase re-call.
