It might be surprising to learn that 83% of adults in America listen to AM/FM radio each week. This makes radio a powerful medium, reaching audiences in their cars, public spaces and through online streaming devices. But stations today aren’t the stations your grandparents remember. The radio industry has adapted to stay relevant in the consumer market by creating its own brand awareness in the digital space and expanding the ways listeners can interact with stations. Radio marketing campaigns can be an effective way to reach a niche audience in a specific location by aligning with local radio station audiences. We’ll walk you through what radio advertising looks like today, how to create an effective radio campaign and how it compares with digital audio.
IS RADIO STILL RELEVANT?
Despite the proliferation of new ways to reach audiences, radio remains a significant player in the advertising and marketing space. There are over 15 thousand local stations in the US making it a billion-dollar-a-year industry with revenue steadily increasing. In fact, in 2021, the revenue for local radio digital advertising totaled more than $1.5 billion. Why? Radio remains one of the most trusted and accessible mediums to consume information and entertainment. It is free and reaches everyone, no subscription needed. Radio is available in cars, and it is available to stream online without charge. This provides a unique opportunity to reach a wide audience at several points throughout their day.
And people are tuning in. According to the Edison Research Share of Ear data, Americans 13+ spend 46% of their listening time tuning into AM/FM radio. News/talk boasts the highest listenership., AM/FM radio remains an effective way to reach a specific geography on the air and online. Radio stations offer opportunities to interact with their listeners in the digital space through social media, apps, mobile messaging, smart speakers and making their shows available as a free podcast. This is in addition to the listener relationship and in-person events that keep a station’s brand active in the community. On-air personalities allow brands to connect with a station’s audience. Some examples of how radio can reach a niche audience include:
On-air commercials
Personal endorsements
Digital display on the station website
Event sponsorship
Social media tags
Logo features
AN EFFECTIVE CAMPAIGN
For a radio campaign to be effective, listenership should align with your brand’s target audience for demographic, interests, and habits of those of the station. Nationally known brands can connect to local communities this way. Conversely, local brands can use radio to gain national awareness. Radio reaches all ages with specific stations having key audiences, and has been proven to be beneficial for B2B business, reaching 86% of small business owners. Nielsen Ratings is a trusted data company that measures and analyzes consumer habits and is a great resource for finding key insights into audiences and their listening habits across the country.
While high frequency recorded advertisements will create awareness, a personal endorsement from an on-air personality, or “live reads,” as they call them in the biz, can create a direct connection between the listener and your product. The DJ/host or “radio jockey” is the top third reason that people tune in to a station because listeners feel connected to their favorite hosts. The younger the audience, the more likely they will tune in specifically for that personality.
Such endorsements are a creative way to build trust in your business. The radio personality’s endorsement will tell a story about your brand and build trust in your business. According to the Jacobs Media Tech Survey, hosts for audio shows are more influential than TV or social media influencers. Aligning your brand with a contextually relevant station can provide a local feel that can help you focus in on your key demographic. Taking a multi-channel approach with an endorsement can be a clever way for these personalities to show interaction with your brand throughout their daily lives.
AM/FM RADIO IN DIGITAL AUDIO
Companies such as Enercon, iHeartMedia, Hubbard Broadcasting and Cumulus Media own a large percentage of radio stations in the US. Buyers can pinpoint geographic locations or station formats across the country that align with their brand strategy needs. Online streaming and mobile radio applications can reach other stations in their company based on targeting tactics through digital audio advertising. With the rising popularity of the smart speakers and the increased media consumption by Americans, people are spending a longer time listening. Make sure your campaign includes streaming commercials and endorsements to boost the number of impressions and keep the brand top of mind.
As radio evolves and adapts to changing listening habits and technology, it remains an important part of the media landscape. Brands looking for a hyper-local or niche audience should take a closer look at this time-tested medium.
R+K can help you determine the best media mix for your marketing strategy. Contact us to learn how we can help you meet your marketing goals, and check out our case studies to see how we have helped others like you.