Radio advertising: take a look


Commercial radio is available on a national and local basis either through the national sales houses or your local station. It is a source of information, entertainment and companionship to millions of people and typically provides a backdrop to other activities for lengthy periods, e.g. driving or domestic tasks.

In any four-week period, over 80% of 15-44 year-olds listen to Commercial Radio. The majority of these listeners have their radio permanently tuned into their favourite station, which they listen to at the same times each day. Radio listeners are loyal and people relate to their favourite programmes and presenters.

Radio is most popular outside peak television viewing hours, with breakfast time (6am to 9am) and evening drive time (5pm to 6pm) being the periods of heaviest listening.

The use of radio depends very much upon the overall objectives of the advertising campaign. Radio is an excellent medium for those wishing to build familiarity, accessibility and involvement with the product or service. The loyalty with the medium is subconsciously transferred to the advertiser. There is also the option of sponsorship of programmes.

Why use radio advertising?

  • The Impact of sound
    The human voice is a powerful selling aid. It can convey emotion and authority and, when backed by music, can attract attention or create atmosphere. The one-to-one nature of the medium, reinforced by its local content, makes it intensely personal for the listener. A good radio station mirrors its audience and the moods conveyed by sound can prove very memorable. Local radio stations are part of the community and, as such, benefit from being extremely close to their listeners
  • Flexibility
    A radio is portable and can be listened to anywhere and whilst doing other things. Programming is designed to target distinct audiences. Pop music shows appeal to a high proportion of younger people, whilst chat shows may reach a slightly older, more predominantly female audience and sports coverage tends to increase the male listening figures. Your advertising can be broadcast to coincide with, and capitalise upon, these variations. Radio advertising is usually quick and easy to produce. This, coupled with the fact that radio is live, immediate and topical, allows you to add urgency and importance to your message.
  • Low cost
    Radio advertising space, known in the business as airtime, can be purchased in packages which offer a relatively inexpensive option. The cost of writing and recording of advertisements can also be attractive and stations will often incorporate this within their package deals. Commercial messages can benefit from this intimacy and trust. However, creativity is essential. Radio advertisements are short and the listener's attention is immediately drawn to the next item. Likewise, there is no visual support for your message. The script must therefore be catchy, strong and, above all, memorable. If all these factors are addressed, the radio can be a highly successful advertising medium.

For further advice and information for the radio station of your choice contact Wayne Maybury on 01270 500330