New research commissioned by Radio Centre shows that almost 8million adults working from home listen to commercial radio every day to help accompany their working day.

This new Radio Centre research New Ways of Working, New Ways of Connecting, is the industry body’s fifth listener study since the pandemic started and explores how commercial radio can help advertisers connect to 56% of the total full time working from home audience.

50% of the commercial radio listeners who are working from home full-time are listening for longer than pre-pandemic, and this has increased from 45% since the first lockdown in March 2020.

This audience relies on radio to lift their mood, stay up to date with news and keep them company while they go about their work. With nine out of ten (89%) of the people working from home are a commercial radio audience specifying that they are listening to more now because they can have the radio on while they do their work.

If you’re going to advertise, (and you should), it makes sense to spend your advertising money where you get the most results… Radio! Here are ten reasons why radio is your best choice (courtesy of the Radio Advertising Bureau).

1)  Radio sells with immediacy.

Research proves that radio regularly reaches consumers within two hours of their largest purchase of the day. Can there be a better time to reach customers than on their car radio, while they are driving to do today’s shopping?

2)  Radio sells everywhere. 

Radio is the only true mobile medium. In the car, at work, and at play, radio is there…the companion and the advertising force your customers take with them wherever they go.

3)  Radio sells with intimacy. 

In your personal life, when you have something very important to communicate to someone, which would you prefer – to show them a picture, to write to them, or to talk with the intimacy and emotion of the human voice? Radio sells with intimacy.

4)  Radio stars in the theatre of the mind. 

Want a 100-piece symphony orchestra in your ad, an elephant, a chorus, a laughing child, a love song? With word pictures and emotion evoking sounds, radio’s theatre of the mind stimulates the most emotion filled pictures the mind can comprehend.

5)  Radio escapes advertising’s clutter. 

Today’s newspapers average 2/3 ad copy to 1/3 editorial copy. TV spends about 1/3 of its time on advertising. Today’s radio, at about 10 minutes of advertising per hour, devotes less than 1/5 of its time to ads. Radio is the ultimate uncluttered medium.

6)  Radio is the cost effective medium.

Newspaper rates are up (even though circulation is down). TV ad rates are up (even though viewership is down). Radio advertising costs grew less than any other major form of advertising.

7)  Reach is nice, but frequency sells.

Newspaper and TV are reach media, they reach varying numbers of people. Psychologists tell us that consumers need to be exposed to an advertising message at least three times before it begins to penetrate. Most local businesses cannot afford the necessary three-times-plus frequency that effective advertising demands, except on radio. Radio is the reach and frequency medium you can afford.

8)  Radio’s targeted advertising sells.

Radio’s variety of formats allows you to pinpoint your advertising on the station that best match your customer’s interests. You cannot pinpoint advertising in the broad-reach, scattershot newspaper and TV media forms. Radio’s unique targeting ability saves you money.

9)  You’re always on the front page with radio. 

With radio advertising you are front and centre in the listener’s attention span when your ad is on the air. You’re never buried on page 44 and you’re never surrounded by your competitor’s adverts. With radio, you are always on the front page.

10)  Radio is an active medium in an active society.

Passive forms of advertising simply list merchandise or tell you where a product is available. Radio is an active medium capable of stirring emotion, creating demand, and selling your product or service. Today’s hotly competitive marketplace demands an active medium.  That’s radio!

Why Use Radio?

ACCURATE:  You can target your advertising to a specific audience and efficiently target narrowly defined segments of the market. (Please contact our sales team for the  demographic & transmission areas).

COST EFFECTIVE: A 30-second ad on radio is often much less expensive and miles quicker than any other form of advertising, maximising your profits.

PORTABILITY: Radio is the only mass medium that people use while driving, cleaning the house or listening whilst at work. TV advertising requires people to sit in front of their TV and print adverts require focused attention on the page; whereas you can listen to the radio while doing other things.

COMPLIMENTARY: Radio used in conjunction with website & social media campaigns can be extremely effective, directing traffic from your advert to a website or social media.

EXPANSION: Advertising on a new station can help reach additional audience segments to help expand a business’ total market capability.

The next time you need to design an affordable advertising campaign, you should really consider using a Retro station!

How can my business benefit from radio advertising?

High Return On Investment

A radio ad can produce £7.00 revenue ROI for every one pound spent.

Cost Effective

The cost to advertise on radio is generally low, allowing you to buy more audience impressions for your money than any other medium.

Efficiently Targeted

A radio ad can be targeted by station type, age, social grade and region.

Short Lead Times

Ideal for the promotion of last minute advertising messages to your local region.

Easy Media Integration

Placing a radio ad alongside other media can enhance an overall campaign performance.

High Impact

A radio advert can deliver an average cost per thousand (CPT) of £1.50. Out of home delivers an average CPT of £3.00.