1. Targeting
    • Radio’s diversity of programming affords advertisers niche channels to zero in on narrow target groups.
    • Formats allow advertisers to speak selectively to consumers they want to reach.
    • Local/regional structure means brands can focus on key marketing areas.
  2. Immediacy
    • Radio is on 24/7,reaching over 93% of people age 12 and older every week and 78% daily.
    • Consumers vary in their stages of the purchase cycle – on-going Radio ads allow your product or brand to be front and center when people are ready to buy, even during off seasons.
    • Radio reaches consumers close to the time and location of purchase,whether they’re in-store or online shoppers.
    • Reach listeners in-car when they’re driving to stores,restaurants, etc.
  3. Ubiquity
    • Radio is a mobile medium,reaching people at home, at work, at play, in cars.
    • It’s a companion and an advertising force that accompanies advertisers’ customers wherever they go.
  4. Loyalty
    • “Radio continues to be perceived as central to people’s lives, especially when contrasted with the precipitous decline by other traditional media”– Arbitron/Edison“Infinite Dial”.
    • Listeners tend to listen to relatively few radio stations and are extremely loyal to their favorites.
    • Research shows that Radio listeners have a low level of ad avoidance,staying tuned in through commercial breaks.
    • Because ads can run frequently and listeners tend to stay tuned for long periods of time,a brand that is big in Radio can create a disproportionately large share of mind for itself.
  5. Engaging
    • Listeners feel an emotional connection with their preferred Radio stations.
    • Passive forms of advertising merely list merchandise or tell where a product is available, radio is an active medium capable of stirring emotion, creating demand and selling products and services.
    • Radio is a call-to-action medium.
  6. Intimacy
    • Approximately 1/3 of TV time is devoted to commercials, about 2/3 of newspapers are comprised of ad copy, and Internet users are now subjected to a barrage of advertising.
    • With an average of 10 commercial minutes per hour (about 1/5 of each hour), Radio affords an uncluttered environment for advertisers.
    • Radio ads are always forefront for the listener’s attention – ads aren’t surrounded by competitors’spots or buried in the back pages.
  7. Synergy
    • Radio has a“multiplier effect”on other media.
    • Audio-only medium stimulates a different part of the brain than video, print, online images
    • Adding Radio increases recall of TV, newspaper, Internet ads.
    • Radio is proven to drive consumers to advertisers’web sites.
  8. Frequency
    • Consumers need to be exposed to ad messages multiple times before they begin to respond.
    • Radio’s relatively low cost in relation to other media allows advertisers to use multiple stations to reach their targets and build frequency levels for maximum impact.
  9. Creative Flexibility
    • Radio stars in the theater of the mind,stimulates emotion-filled images within the listener’s own mind – voices, music,sound effects,recall of video images.
    • No matter how small or large the advertiser, Radio allows creativity to brand and create a unique identity that consumers will remember.
    • Affordable production allows tailoring ads for compatibility to various formats,increasing appeal to listeners.
    • Radio advertisers can adapt quickly to changes in their own situations and marketplace to make sure their dollars are effectively utilized.
  10. Cost Effectiveness
    • Radio production costs less than TV, print.
    • Radio is less expensive to buy than most major media, allowing advertisers to afford maximum reach and effective frequency.