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Jingles
Jingles make the most of the link between music and memory. Once you’ve built up brand awareness, it only takes a quick jingle to trigger a consumer’s recall of your products and services.
Spots
The most common form of radio advertising, a spot is an advertiser-produced commercial message for broadcast. Good for both brand awareness and response.
Sponsorship
Catch listeners when they are most engaged by sponsoring radio shows or segments. It is a subtle way of building awareness through repetition, associating your brand with content your consumers love.
Live Reads
The ultimate in brand association, a live read is when your commercial message is read out by a radio show’s host as part of the main content of a show.
Benefits of Radio Advertising
REACH
Millions of Brits tune in to the radio daily. This is a longstanding media platform that all ages find comfort in. Even if it’s simply background noise, radio advertising has an exceptionally wide reach.
LOYALTY
Radio has the ability to create an emotional connection with its audience of loyal listeners: most will listen to the same station throughout their life. Advertisers share that loyalty by association.
TARGETING
The nature of radio makes it easy to target the right audience. Use a specific show or station that aligns with your brand and products, or choose a specific time of day (such as peak commuter time).
MESSAGE REPETITION
Radio advertising allows for frequent repetition: driving awareness and increasing the likelihood of listeners remembering your brand. An average listener tunes in to 20 hours of live radio weekly.
RADIO CUTS TROUGH
Radio advertisements can still be digested even when not being actively listened to. Consumers can be doing a wide range of activities whilst the radio provides background entertainment.
LOW-COST IMMEDIACY
Radio offers short lead times and relatively low-cost production, making it ideal for promoting tactical advertising messages at short notice. Airtime is also comparatively cheap compared to other media.