Advantages of Radio Advertising and How to Make an Effective
Radio is often neglected as an advertising medium by a majority of businesses. Even though,
television has completely overshadowed its predecessor as a broadcasting channel, still the
numbers of radio listeners is continuously growing with the passage of time. What's more, when
we look on the advantages as compared to the reach and cost associated with radio advertising, it
comes out as an extremely useful medium. Radio advertisement costs hardly 5 - 10% of what a
TV advertisement can cost (both in terms of the fees for "spot" and the cost of creating an
advertisement). On the other hand, impact is not as bad as compared to the differences in cost. As
a matter of fact, some radio programs can have a much bigger audience than the television shows.
For example "The Rush Limbaugh Show" has an audience that exceeds 20 millions or "The
Savage Nation", which is estimated to have approximately 10 million listeners.
Adding more to the point, majority of radio listeners fall between the ages of 18 - 40, therefore if
your products or services are intended for this age group, you must consider radio advertisement.
These days radio tuners are available in vehicles or cell phone, resulting in an increasing number
of radio listeners. Research suggests that radio is the second best medium, having the kind of
reach which is surpassed by television only. Some may believe that the majority of radio listeners
are coming from lower income bracket, which is absolutely wrong. The fact of the matter is that
radio reaches more than 90% of age 15 or older in United States; hence the question of income
level is off the point.
Creating an effective Radio Advertisement:
Radio commercials (or Spots) are sold on the basis of durations (generally of 10, 20, 30, 60 and
120 seconds). Therefore, you must be aware of your budget and the on-air time you're going to
get before creating an ad. The fate of your ad will be decided by the opening; that's why you