Local Radio Advertising—Benefits & Resources
Posted by Erin Heinrich on Fri, Jan 21, 2011 @ 01:48 PM
Broadcast radio continues to be a leading source of information and entertainment across demographics in the US.
Based on a Monday-Sunday 24-hour weekly cume estimate, radio reaches 93% of all consumers in the U.S. every week (for more, see RAB’s The Radio Marketing Guide).
What matters is that this reach carries impact—radio is a highly targeted media channel with the advantage of sound to drive emotional engagement and recall. In a Radio Ad Lab study exploring how radio ads affect their audience, consumers cited a sense of personal relevance as one of the factors unique to radio advertising.
Here are a few more benefits of radio advertising:
- Highly targeted and local (geographically, demographically)
- High recall, even among distracted listeners
- Effective reach and frequency
- Flexibility for copy/creative changes and event-triggered campaigns
- Mobility (listen in the car, at work, at home)
- Strong ties to community, events, and promotions
- Low-cost production
Resources for Local Radio Advertising
For comprehensive resources and studies on radio strategies, audience, format, and scheduling, see the Radio Advertising Bureau’s Radio Marketing Guide or Radio Facts index.
A downloadable guide for radio audience estimates and formulas is available from Arbitron ("The Purple Book").
What are your favorite radio advertising resources? Join in the conversation –sign up today to be a member of adve.nu, an online community for local advertisers.