Excerpt taken from American Music Concepts. Click here for full article
RADIO STILL HAS A HUGE AUDIENCE SO YOU CAN REACH YOUR AUDIENCE BY ADVERTISING ON THE RADIO Over 90% of all Americans, 243 million people, listen to radio each week. That includes every generation. 94% of Baby Boomers, 95% of Generation X and 94% of Millennials listen to radio. That means that you can reach pretty much anyone, regardless of your target audience, with radio.
RADIO HAS A BIG ADVANTAGE OVER OTHER ADVERTISING MEDIA….FREQUENCY It has been said that reach is nice, but frequency sells. Radio is all about the frequency When you look at other media you don’t have the ideal combination of frequency and affordability. Radio gives you the chance to reach your audience multiple times a day. You can run your ad during morning drive time, midday, afternoon drive and also at night. This is something that no other media lets you do
RADIO ENGAGES EMOTIONS When you can engage emotions you engage people. When you engage people they remember you and they frequent your business.There was a study done by Gallup & Robinson called “Engaging Emotions Through Effective Radio Ads” it was designed to assess how well radio ads generate emotional responses and engage with consumers, compared to television ads.
RADIO IS CLOSEST TO POINT OF PURCHASE Radio is the most-used medium just prior to shopping. 62% of shoppers listen to Radio just 13 minutes prior to making a purchase. 90% of consumers are in their car less than 6 minutes before shopping. Audio captures 90% of in-car media time. That means that your advertising message will often be heard when someone is closest to making a buying decision.
THE RETURN ON INVESTMENT THROUGH RADIO IS HUGE According to a study by Nielsen, each dollar of ad spend on radio generates an average sales return on $6. For some retailers, each dollar of ad spend on radio returned an average sale of $23. Those are some impressive numbers. Advertising of any kind is an investment.