May 14 2020

Capture-5

As we entertain the nation across our portfolio of brands, we are proud to announce that Communicorp UK now has a total of 23.2 million listening hours a week.*

This now means that your brand could reach up to 3.2 million adult listeners a week.*

With the UK now in the full swing of new working routines, radio has kept a sense of normality across the country, providing award winning entertainment, regular trusted news and familiar advertising. The resilience of the medium has ultimately allowed advertisers to maximise any marketing spend whilst delivering an average ROI of £7.70 for every £1 spent. This has allowed effectiveness of radio to continue efficiently on a low cost but still manages to reach millions of UK adults weekly.

If that wasn’t enough, here are a few more reasons why radio remains the number one medium to break through the advertising noise:

 

Boosting Awareness and Consideration

Listeners are, on average, 48% more aware of companies that have been advertised on the radio and 12% of these consumers are more likely to consider them when buying.

With the psychological benefits of music and audio, advertisers use familiarity of a popular song to incite a specific reaction in listeners that can align with the objective of their ads, something that many other mediums fail to achieve.

 

Efficiently Targeted

For advertisers, radio represents a unique and powerful opportunity, with the ability to efficiently target demographics through genre, age, social grade and geographical region. Essentially reaching the right people, in the right place, at the right time.

According to research conducted by Differentology, brands like McDonalds, Heinz and Deliveroo saw a sales uplift of 51% when they focused on targeting their customers when they were engaged in a relevant activity.

 

Short Lead Times at a Low Cost

Whilst production costs are relatively low, radio also offers short-lead times, making it ideal for promoting last minute messaging at short notice.

According to the advertising decision makers interviewed by Ebiquity, radio production costs only accounted for 2.7% of all media cost. A budget will move and change depending on your marketing objectives but, in terms of short term sales response campaigns (which won’t run for extended periods of time), radio advertising will not break the bank.

 

Integration with Other Media Types

According to Radiocentre, radio is often used to broaden the impact of a TV campaign, exploiting strong audio brand cues to readily bring the brand to mind, triggering visual recall of a TV commercial. Think Go Compare or Chicken Tonight.

Probably the second most utilised media combination is radio and online. Radiocentre state that when a consumer is relaxing, more than likely with a mobile device in hand, the radio can increase a brands awareness by 72%. With the increase of AI and advancement of mobile, this will grow in coming years.

 

If you would like to discuss the latest RAJAR results in more detail or find out more about working with Communicorpuk on your next marketing campaign, click here to speak to one of our Account Managers.

 

*Source: RAJAR/Ipsos-MORI/RSMB six months ended March 2020 within the Communicorp UK TSA

 

SHARE
X