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Privatisation in the 1990’s opened up the market and now the options are many and a huge section of the consumer base are tuning in. The Internet has opened up the market even more. These are all well described before we will not go into it here. With all the background that we do know, why is radio a relevant and vibrant option for sharing messages in the era of diverse modes of connections?
Seth Godin speaks about the notion of Discovery Fatigue, it speaks of the consumer getting tired of having to discover new things from the unknown. He has written about the fall of radio, where he says that regardless of having access to 1000’s of radio channels through the internet we end up with three or four.
However, in a strange case of irony or language constraints, he refers to the loyalty that radio channels demand too when he says that regardless of how many radio stations there are we end up with three or four. Radio now allows for the possibility of discovery while as a medium it retains its most characteristic feature, a loyal readership. This point of radio commanding loyalty & trust being a democratic medium in India leads us to the next point.
Quantitatively speaking ROI is the end game of any business and though radio has seen some of its share in ad budgets fall year by year, it continues to give good if not increasing ad revenues. Also, Radio is highly cost-effective when compared to other mediums such as TV. Combine this with the loyal consumer base it can develop by tuning into them when they are receptive to advertisements (when they are on the go) makes radio an important part of advertising strategy.
Radio is a democratic and popular medium with high penetration has the greatest advantage for local businesses with off-site shops. As regional and targeted advertisements have proven to be able to drive consumers to act on the message they receive by bringing them to the doorstep of the business. This trust invested in the message that radio delivers by the consumers especially when it is targeted in the region a business operates is huge.
Incorporating internet-based mobile radio applications allows for greater tracking and targeting. The message can then be optimised to the intended consumers, to be received when they are travelling without hindering their schedule. As always it comes down to the creativity of the content in the end.
Research proves that radio regularly reaches consumers within two hours of their largest purchase of the day. It reaches them close to the time and location of purchase, whether they’re in-store or online shoppers.
Radio ads are always forefront for the listener’s attention. These ads aren’t surrounded by competitors’ spots or buried in the back pages. Radio sells with intimacy.
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 uncluttered medium.
Research proves that radio regularly reaches consumers within two hours of their largest purchase of the day. It reaches them close to the time and location of purchase, whether they’re in-store or online shoppers.
Radio ads are always forefront for the listener’s attention. These ads aren’t surrounded by competitors’ spots or buried in the back pages. Radio sells with intimacy.
Established in 2015, Mplan a full-service media planning and advertising agency in India. We equip our clients with comprehensive ad inventories across both traditional and digital platforms.
By leveraging Media, Data, Technology, and Commerce, we offer advertising solutions and strategies that empower brands to “Plan Ads Better” ensuring they achieve measurable success.
