Radio makes your business common knowledge. When the consumer knows all their friends also know about you, you become a more attractive solution. Unlike digital advertising which advertises to one person at a time, on the radio, listeners know everyone else is also hearing your message. Radio makes you famous with everyone.

Radio advertising is also a form of signalling. Regardless of the message, it tells the world that you are a substantial company, that you believe in your business enough to mass advertise it to everyone. It speaks of your company’s substance and confidence. Radio signals to the marketplace that you believe in your business.

Unlike other advertising options that require constant content creation, testing, monitoring and updating, with radio advertising you can set it up and forget about it. Once you create a message framework you are proud of and choose an effective schedule; radio advertising looks after itself. Radio advertising does its job whilst you do yours.

With digital and image advertising, as little as 25 cents in every dollar goes towards reaching the consumer. Just as importantly, radio advertising has no advertiser fraud (now estimated at USD$120 billion per annum). With radio advertising, your entire investment reaches the consumer. 

Radio advertising is the least avoided advertising platform on the planet. Whilst we actively avoid other advertising (skip, scroll, fast forward, subscribe), we are more likely to change our radio channel for a song we don’t like than an ad. Meanwhile, digital advertising is subject to the biggest boycott in human history, with over 800 million adblocking devices. Your radio advert is welcomed, not avoided.

To get your message into the minds of potential customers, you can’t be passive and wait for them to come to find you. 95% of purchases are from our minds, and that is where your brand needs to be found. To be in minds, you have to be intrusive and actively take your message to the marketplace long before they have the problem your business solves. Radio is an intrusive medium, installing solutions long before the problem occurs. 

For your advertising to be effective, you need both attention and time. Online exposures are called an impression, and on average, attract point seven of a second’s attention. Exposure to an audience on the radio is called an impact, with the average advert returning 30 seconds of attention.  Radio impacts get 42 times more time and attention exposure than online advertising impressions. Radio gives you both time and attention.

As advertising purchasers, we are now familiar with the metric cost-per-impression (CPM), which is the amount you are paying for the glimpse of an online viewer. Radio survey figures report the exact number of listeners listening in any quarter of an hour. When we divide your spot rate by that audience number, radio consistently offers ten times better cost-effectiveness than an online exposure. And remember, on the radio your exposure is for 30 seconds, not point seven of a second. Radio is the most cost-effective medium for both time and attention. 

It’s long been established that the greatest method to install information into the mind is with repetition. As an intrusive and cost-effective medium, radio is the perfect platform to achieve the repetition required to install long-term memory solutions into the minds of consumers. Radio is the very best medium of all to achieve repetition with your message.

The days of advertising merely communicating information are over. To get your message retained in the minds of potential customers, repetition is great, but it’s aided by emotion to glue information into minds. Our favourite radio station plays our favourite music; there is no more universal language of mood than music, Radio can lift our energy levels by up to 100% and our happiness levels by 300%. Radio provides an emotionally primed environment for your message to land successfully.

Research, using participants fitted with Steady State Topography technology, has uncovered that radio’s low involvement brain processing environment is highly effective for building brands. It’s to do with the fact our brain doesn’t have to work very hard.  The passive experience (not reading or watching) that radio offers is the perfect environment to install autopilot answers into our lazy, system-one brains.