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Radio
Like local TV stations, most mainstream commercial radio stations have a signal strong enough to cover a relatively large geographic area. However, there are typically many more radio signals serving a metropolitan area than there are TV signals. In fact according to the Radio Advertising Bureau, there are some 10,700 licensed commercial stations on the air. Therefore, the listening audience is more fragmented than the broadcast TV viewing audience. With the exception of local news broadcasts, television viewers are not particularly loyal to a specific station; rather their interest is in the program they want to see. With radio, however, listeners tend to be loyal to the station because of the format, i.e., contemporary, country, rock, news/talk, etc. This allows an advertiser to target a particular demographic by buying airtime on stations that appeal to that demographic.
Radio also reaches a large segment of the audience when they are out of home—at work or in the car—and this can also work to the advertiser’s advantage. Strategic Marketing identifies suitable stations, formats and dayparts, analyzes the quantitative and qualitative research to help us formulate our recommendations, and allocates budget dollars accordingly with the objective of maximizing reach and frequency. As is the case with television, we aggressively negotiate rates and promotional support to ensure that our clients are receiving the best possible value.
Radio production costs are typically a fraction of what it costs to produce a TV spot. It is much easier to replicate the sound of a rocket being launched than to actually stage and shoot it for TV. And, depending on the market, the time of year and other factors, radio rates are generally more budget friendly. Running radio and TV schedules concurrently is a great way to maximize reach and frequency and allows you to reach people both in home and out of home. The messages reinforce each other, and become more memorable to the consumer.
Radio airtime can be bought on a national level as well; but doing so is only practical for big companies with deep pockets.
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