Can You Hear Me? I'm Radio, and I'm Still Very Relevant
Which form of media can be with you wherever you go, whether it’s to the mall, work, in the car or at home? That’s it…radio! Radio doesn’t always get as much attention as flashy new apps or mobile or digital campaigns, but radio is very effective for a great number of our clients and makes a big difference when we add it to the media mix.
Almost anyone can relate to radio. Whether you’re into rock, hip-hop, country, jazz, pop or talk, there’s a station out there that specializes in it. According to Arbitron, 93% of consumers ages 12+ listen to the radio every week. The various selective, niche markets that can be targeted through radio allow for this high statistic. Catering to specific interests and likes also contributes to stabilize a loyal audience. And the radio market keeps getting more segmented. With streaming options, satellite and radio the old fashioned way, there’s more ways to get content from radio than ever before.
Radio influences us more often that we think. Bill Rose, vice president of marketing for Arbitron, says that the radio is the #1 out-of-home medium. We choose to tune in to certain topics and words through our selective hearing, paying attention to what sparks our interests. Radio commercials and jingles can trigger certain cravings and impulses at a time when retail shops surround us, or when we’re hungry and don’t have time to cook. Rose also says that that 84% of weekday usage of the radio is done in the car, and that the prime time for radio is 8am-8pm. This is known as “shopping hours,” a time when consumers are out and about and most likely to pop in a store when something they hear on the radio triggers it. How many ads for fast food or grocery stores do you hear right before or during your evening drive?
With so much emphasis focusing on digital media these days, let’s not forget that the repetition of the radio ad can be a very resounding and cost effective way to get in front of your audience. Combined with other media channels in the mix, it can make a big difference.
To read more about Bill Rose’s insights, visit http://www.talkers.com/2012/09/26/where-radio-fits-radios-strengths-in-the-media-landscape/.