Why Radio?

A survey was recently conducted by the Radio Ad Effectiveness Lab (RAEL) to discover
how radio advertising affects consumers in ways different from TV and newspapers.
Adults 18 – 54
• Radio listening is a one-on-one and emotion-driven experience. Listeners believe
that both the medium and its advertising are more relevant to them.
• Consumers see TV and newspapers as satisfying the masses. They turn to radio to
get gratification of personal wants and needs.
• Consumers believe their radio programs carry ads that are appropriate for them
as individuals. Listeners are more ready to react on an emotional level.
• The ability of radio advertising to connect with listeners helps explain why radio
can be so effective when the advertising is done well and placed appropriately.
What this means to advertisers
• The personal nature of the radio medium is reflected in the expectation that radio
advertising is directed personally to the listener, and that radio advertisers are “trying
to reach me personally.”
• Radio reaches people at an emotional level.
• It should come as no surprise that people strongly identify with “my” stations (and
“my ads”), giving radio the ability to generate excellent ROI.
RADIO
Fast, Flexible, Gets Results
wgty.