People are sometimes surprised at how well radio still performs and the effect it can have on advertising campaigns.

Current RAJAR (Radio Joint Audience Research) reports show that an average of 90% of the British adult (15+) population still listen to radio over 20 hours a week. So it’s far from becoming obsolete. However, much like television, it is evolving.

With the emergence of digital radio and the move of some stations online and to podcasts, radio, much like every other media format, has become more diverse and in turn more complicated.

Far from being a bad thing, however, this provides an exciting opportunity for us to develop more targeted strategies for radio advertising. There is now a vast amount of stations on offer, each has its own specific output and audience following. So we are able to get clients’ messages to the right ears by selecting the ideal stations to match their audience. We can also focus the message geographically by utilising individual transmitters covering specific areas. Having these options means we can reach just the right people when they need to hear the message to gain conversions and achieve results.

Similar to TV, radio is also a brilliant place to promote awareness and add a bit of personality to a campaign. It works well when combined with other media types to create a rounded consistent campaign. Unlike TV, however, it costs far less and sometimes works better, at a local level, for brand building.