Broadcast: Radio

There are over 300 radio stations in the UK all targeting different audiences and up until mid afternoon radio will deliver a greater combined audience than TV.

Radio offers an efficient way to target these audiences as different stations attract different listeners – ‘Kerrang’ listeners are worlds apart from ‘Classic FM’ listeners etc. This allows advertisers to talk selectively to the groups they are most interested in. Added to this is radio’s regional/local structure which means brands can focus their activity very effectively onto key market/target areas.

Most radio listeners are engaged in another activity, and this means that advertisers can reach listeners at key ‘touchpoints’ – when they are on the school run, surfing the internet, before going out on a Friday night, and so on. With the introduction of new technologies (i.e. mobile phone radio) these touchpoints are becoming more widespread.

As well as increasing the frequency of a message, radio reaches out in an avoidance world – people rarely switch radio station and hence listen to any message that is relevant or creative. Radio can reach a listener at an emotional level, to keep their spirits up, to stop them from feeling bored when in a car or isolated whilst doing daily chores. This leads to listeners seeing radio as a kind of friend, which is invaluable for an advertiser.

Ten Alps RMA media understands that successful radio campaigns rely on an individual approach to each business objective. Whether it’s long-term awareness or short-term build campaigns, we will analyse needs and identify what station, audience, timing and message is required to promote your business to its full potential.