We have the largest and most diverse listening audience in the nation, which was assembled by remaining neutral and independent on all fronts, and providing a variety of content and allowing the market to dictate the product demand and pricing.
Radio is on 24/7, reaching over 92% of people age 12 and older every week and 68% daily. Often considered a frequency medium, radio is an ideal reach medium when planned differently – especially based on Nielsen Audio PPM data. Reach 3 consumers 1X rather than 1 consumer 3X since that 1 consumer is less likely to need a product/service than any 1 of the 3 would be. Ads are most effective when they remind people of brands they know, at the time they happen to need a product or service. Reminding is a perfect job for radio when used as a reach medium.
Radio’s diversity of programming affords advertisers niche channels to zero in on narrow target groups. Formats allow advertisers to speak selectively to consumers they want to reach. Local/regional structure means brands can focus on key marketing areas.
Radio is less expensive to buy than most major media, allowing advertisers to afford maximum reach and effective frequency. Consumers need to be exposed to ad messages multiple times before they begin to respond. Radio’s relatively low cost in relation to other media allows advertisers to use multiple stations to reach their targets and build frequency levels for maximum Impact.
Consumers vary in their stages of the purchase cycle – on-going Radio ads allow your product or brand to be front and center when people are ready to buy, even during off seasons. Radio reaches consumers close to the time and location of purchase, whether they’re in-store or on-line shoppers. Reach listeners in-car when they’re driving to stores, restaurants, etc.
We can assist your business by creating an alternative, unique, and innovative, marketing approach complimenting the established form of terrestrial marketing while establishing a presence through digital marketing, all while reinforcing the importance of consistent frequency and its proper utilization through all available mediums.
“Radio continues to be perceived as central to people’s lives, especially when contrasted with the precipitous decline by other traditional media”
– Nielsen Audio/Edison “Infinite Dial”.
People spend more time listening to news on the radio each day than they do reading newspapers or getting news on-line. The amount of time people listen to radio news has remained more stable over the last decade…
-- Pew Research Center for the People & the Press
Listeners tend to listen to relatively few radio stations and are extremely loyal to their favorites. Research shows that Radio listeners have a low level of ad avoidance, staying tuned in through commercial breaks. Because ads can run frequently and listeners tend to stay tuned for long periods of time, a brand that is big in Radio can create a disproportionately large share of mind for itself.
Radio stars in the theater of the mind, stimulates emotion-filled images within the listener’s own mind – voices, music, sound effects, recall of video images. No matter how small or large the advertiser, Radio allows creativity to brand and create a unique identity that consumers will remember. Affordable production allows tailoring ads for compatibility to various formats, increasing appeal to listeners. Radio advertisers can adapt quickly to changes in their own situations and marketplace to make sure their dollars are effectively utilized.
The only talk -network in the industry that provides businesses such as yours, the ability to customize and build the marketing campaign that best fits your available budget and marketing strategy.