Five Reasons to Advertise on the Radio!

Reason 1: Control Brand Image

Traditional media, like radio, provides a valuable platform for brand managers eager to build and sustain an image in the midst of this era today of commercial free subscription radio, ipods and mobile TV. Radio is messaging in one direction. Advertisers control the message and therefore the brand image.

Reason 2: Association Control

Many brands, especially luxury ones, take great care to ensure that their advertisements are found in places that support the brand image. Here’s where radio steps in. Radio allows brands to ‘place’ their ad in the traditional sense. Not just how they want them, but where they want them. Image creation requires strategic placement, not just a great creative.

Reason 3- Back to What We know

As much as people love the new, in times of crisis, people tend to go back to what they know. Traditional media buys bring comfort in crumbling times and rather than try to convince their clients to try something different, advertising agencies suggest the fundamentals. Even if traditional media was imperfect, no one considers it the cause of the crash and frankly, we know it works.

Reason 4: The Internet is Still Hard to Measure!

One of the greatest digital phenomenon of the past decade, the viral advertising campaign, has an unquestionably powerful reach and impact that will never be predictable or measurable. In radio, you think of a funny or brand-appropriate creative, put together an entertaining little pitch, place it, estimate your GRPs and do it again until you reach your desired reach and frequency. It may be simple, clean, and less sexy, but it is effective.

Reason 5: Internet and Digital Revive Radio


More people are turning to the Internet for streaming radio. Just as consumers listen to the radio while driving, they listen to digital radio while surfing the web. According to the RAB’s study, digital radio’s returns increased by 18% during the recession.