Radio advertising that delivers
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December 18, 2006

Targeted Radio Advertising

Why is advertising on radio so effective?

There are a number of ways to answer that question:

- Radio advertising is inexpensive. It costs significantly less than television or print to both develop an ad, as well as to test a full campaign on the air.

- Radio advertising is flexible. You can create or change an ad and be on the air within days verses many weeks or months.

- Radio advertising reaches nearly every demographic.

- Radio advertising is accountable, if it's direct response radio advertising.

But there's one characteristic that sets radio apart from the other mass mediums like television advertising and print advertising. Radio advertising is efficient. Where does this radio advertising efficiency come from? It comes from a combination of two factors.

First, radio stations are grouped into formats. This allows radio advertisers to target the right people with their message, thereby wasting less money on getting their message to the wrong people. That's the very definition of efficiency.

Second, radio stations audience levels are measured by the hour by Arbitron. This data allows radio advertisers to know not only "who" (in terms of demographics and other characteristics) they would reach by advertising on a particular station, but also how many people they're likely to reach at that time.

Posted by Brett Astor at 02:10 PM | Permalink