92% of Americans, ages 12 and older, tune in to radio every week!
How much do they listen?
Americans tune into radio on average, 2.5 hours per day!
Radio is wildly popular
Radio is the 2nd most used device in American lives
Radio dominates the work day
Radio is easily accessible – available in your car, your phone and your computer, making it the most popular media during the work day.
Radio influences right up to the point of purchase
Consumers listen to radio on their way to the store, influential consumers where to shop!
Radio advertising is unique: it reaches consumers when they have little else to distract them. In fact, the percentage of people who actively pay attention to the ads, is by far the highest of any mass media.
Radio’s impact is magnified by the emotional and motivating power of audio. Numerous studies show the connections made through audio messaging have more impact on consumers than either video or print. Because radio listening is extremely habitual, it reaches the same consumers with greater average frequency than any other media.
The 4 principles of advertising:
It’s more important to be a relevant advertiser to few people, than an irrelevant advertiser to everyone. Focus your efforts. “Everyone” does not need or want your product.
Does your message connect with consumers? Focus your message on them, not you. Always answer WHY – why would a consumer buy your product?
It’s imperative you choose a media that delivers affordable message frequency. Repetition is how we learn.
Reach is the total number of potential customers available in each media choice. The goal is to find the media that can reach the largest number of your potential customers.