There are so many reasons to consider radio marketing as part of your annual activity planner. Radio advertising has so many unique traits that make it work, such as its low ad avoidance media, how it works so well with other media especially TV and how close the listener feels to the medium. For more on this see below:
Radio Advertising - Statistics for Broadcast Media before Breakfast (%)
Low ad avoidance
This suggested that avoidance levels were very low for radio, and even lower for cinema. But it also raises questions: what are people doing when they are NOT avoiding the advertising? For example, if radio ads are only 16% avoided, what is actually happening the other 84% of the time?
How the study was conducted
500 people aged 18-44 were asked about how many of the ads in certain media they felt they engaged with, or “hard avoided” (by changing channels, flicking over the page without looking etc) – or something in between. The exact wording of the questions varied for each medium. Source: Clarke Chapman research. Taken from the RAB Website
Radio offers the best outreach radio and cinema come joint lowest in terms of ad avoidance – but radio has a far higher coverage. Radio listeners have low levels of hard avoidance, so they are available to engage with the advertising in varying degrees of inattentiveness: Because of this, the creative approach makes all the difference.
It is important to be clear that ad avoidance is primarily a threat to one aspect of strategic display advertising, which can be called “outreach”.
In an ad avoidance world, people do not ignore all advertising. People who are having trouble getting upstairs will read advertisements about stair lifts. People thinking of buying a certain car will look at TV commercials for that car, possibly other comparable cars.
Newspapers
Of the five display media, newspapers have the highest avoidance levels - approximately twice as high as radio and cinema at 37%. Newspapers also have the lowest engagement score, although only marginally so.
Magazines
At 34%, avoidance levels with magazines are somewhat higher than average. It seems fair to surmise that these will vary widely according to the relationship between reader and magazine – some titles are much more strongly identified with than others.
Radio
Radio’s avoidance score is joint-lowest (with cinema), and its engagement score is about average. This engagement score is higher than many in media planning might have guessed.
Cinema
It’s not surprising to see that cinema has the highest engagement score, and joint-lowest ad avoidance score. This makes sense, as there is little else to do while in the cinema and the ads are seen by many as part of the cinema experience.
Radio with the Internet
A recent project conducted by the RAB (Radio Advertising Bureau) jointly with the Internet Advertising Bureau revealed that radio and internet are highly complementary in this respect. Amongst people who listen to radio while online (20% of web users at any given time):
57% say they have “checked things out on the internet after just hearing about them on the radio”
39% say that “radio ads have prompted me to search for something on the internet”
Please browse our website for more information about Radio Advertising Statistics and our Radio Advertisement Productio services, then call 01709 331221 and speak to one of our team or e-mail us at info@onadvertising.co.uk.
