Different radio stations attract different listeners – Newstalk ZB listeners are worlds apart from Flava listeners. That means you can talk to the people most interested in your business. Newspapers and TV can’t do that.
The Radio Network is nationwide, and local in every market – which means you can focus your advertising into key geographical areas. With the advent of technology, Radio is no longer just ‘on-air’. Now you can target your message to engaged audiences online as well through our station websites. Not only a more efficient way to target customers; It also saves you money.
Most Radio listeners are engaged in another activity while listening. That’s not a minus – that’s a “plus.” Our stations are available live on our websites and through our apps. Therefore, Radio goes with them –work, leisure, travelling, shopping picking up the kids, surfing the ’net, looking for food or entertainment, , the list goes on. Radio is there even as people are making a decision to buy.
Marketers talk of “reach and frequency” – the number of people exposed to your message, and how many times they hear it. Experts say consumers need to be exposed to an advertising message at least three times before it begins to penetrate.
Newspaper and TV are “reach” media – big numbers, but getting that kind of frequency is well beyond what most businesses can afford. Radio delivers both reach and frequency – affordably across on-air and online. When you do the comparisons, radio wins.
* Outlook - New Zealand Entertainment and Media 2011-2015. PWC New Zealand.
Radio has one of the lowest levels of advertising avoidance – people don’t switch stations during the breaks!
Newspapers devote 2/3rds of their space to advertising. TV sells about 1/3 of its time to advertisers. That’s a lot of advertising compared to content. Radio, at about 10 minutes of advertising per hour, devotes less than 1/5 of its programme time to ads.
That means there’s a lot less competition for your message.
Ever heard of The Mad Butcher? TRN made him famous.
In the same way that Radio creates chart hits, Radio advertising makes businesses famous, too.
Why? Frequency. The more people hear your ad, the more “famous” you become. A brand which is big on Radio can get a disproportionately big market share over competitors.
Listeners use radio for emotional reasons – for company, for entertainment, to keep them motivated. They see radio as a friend, and this creates a powerful context for advertisers. When a radio station talks about a product or service, it’s like word-of-mouth from a friend. That is the most powerful advertising you can get.
Advertise petrol for $1 a litre on radio and you’ll create gridlock.
Radio is a “call-to-action” medium, even more so in a world where consumers access radio via the internet. Recent research shows that at any given time one fifth of internet surfers are listening to radio – so they’re just a click away from connecting with your business.
Advertisers will always use more than one medium. Radio “multiplies” the effect of other media, according to studies. In other words, it reinforces advertising in other media at a powerful, subconscious level.
Hand-held sets, mobile apps, online listening, radio is the true mobile medium. In the car, at work, and at play, radio is there. It’s the go-anywhere, do-anything companion your customers take with them wherever they are.