The facts speak for themselves: record audiences in excess of 47 million (91%) of adults listen to radio every week for an average of 23 hours, with 33 million tuning in to the commercial sector alone.
A brand entirely built on radio is a rarity at the national advertising level (though not at local level): in fact, in this multi-media age it’s very rare for a brand to use any medium in isolation. The key in media planning is to identify the best role that different media can play, and to use them in combination. Brands have used radio in the mix of their media plan. Of all mainstream media, radio is most often combined with television, as evidenced by the many case studies in the RAB database testifying to the effectiveness of this combination.
WE WORK WITH SOME OF THE LARGEST NAMES IN THE INDUSTRY
Bauer – Global – Ethic Media Sales – Radio Works – Communcorp UK
With radio you can target all genres and geographical areas, delivering national brands to a local audience to upweight certain areas if required.
Airtime can be bought across different times of day and different days of the week depending on campaign objectives. But no matter how that airtime is used, it’s ultimately about buying into relationships with the listeners to match the profile of your product and using radio to connect to those listeners’ emotions.
We ensure that quality is consistently high across all of our brands and carry out extensive research to make sure that all of our commercial activity works for both our listeners and our clients. Because that’s when the magic happens….