Benefits of Radio Marketing

1. Radio Reaches a Huge Audience

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The latest 2015 survey results show the number of people listening to radio is continuing to increase. In Australia, over 10 million people listen to a commercial radio station for at least one hour every week of the year.

2. Radio is Targeted

Radio allows messages to be tailored and localised to each audience. Advertisers can target their message to specific demographics and communities, geographic areas, and around events and genres in a market. Each radio station is operated with specific market segments in mind, so after a careful selection process your product or service will be advertised to your exact target market.

3. Radio Cuts Through

Radio is the medium that people spend most time with throughout the day, providing ample opportunity for a message to reach its audience. People carry out a wide range of activities while simultaneously listening to the radio. And media surveys always show that radio listeners are far less likely to “tune out” when ads come on the radio, compared to television. Ask yourself – how often do you change channels or get up from your seat when the ads come on tv? Do you do the same while listening to the radio?

4. Radio is the Anywhere, Anytime Medium

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Given radio’s portability, advertisers have the opportunity to reach people on the go, giving them an edge over competitors. The accessibility of radio enables listening to occur in places that other media may have difficulty reaching, for example your target customers don’t read a newspaper or magazine whilst driving, nor do they watch tv whilst working in the garden. Its said that there are 50 million radio in Australia – that’s an average of 5 devices per household. Today, radio even overlaps with the phenomenon of digital media via downloadable radio station apps.

5. Radio Is the Pulse of the Community

Radio is live and local so it reflects the community. People listen to the radio to find out what is happening now in their community such as special events, news, traffic updates, weather reports, sport and entertainment. It’s more local than global….the traffic is jammed or the bridge is closed. In fact, it’s very interesting to note that radio has many of the characteristics that the new digital world has in the way it acts as your constant companion, with you wherever you are.


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