Radio is a very special medium. It is engaging, personal and efficient. It envelops the listener and becomes an integral part of her life. Because it is such a comfortable and unseen part of the consumer’s life, it sometimes goes unnoticed almost like the air she breathes.
As far as advertisers are concerned, there are several reasons why they cannot afford to ignore it.
High engagement medium: Consumers have a personal connect with radio and believe that the medium is for them individually and not for everyone. People have great affinity towards stations and RJs and feel that the station and RJ is their personal companion whom they can share their lives with. That is why shows like ‘Love Guru’ get such high and intimate responses.
Interactive: Radio offers a unique platform for marketers to build in interactivity with their consumers. Advertisers can do test launches, get instantaneous feedback on their products and directly engage with their consumers anytime, anywhere. The response generated on radio on contests and other interactive mechanisms is unparalleled when compared to any other medium.
Reduced spillover: Advertisers often seek to maximise efficiency of their marketing spends by looking at micro targeting communication to consumers in focus markets. Radio serves as a key medium to fulfill this need with its ability to create customised and local communication for pocketed audiences.
Lowest CPT: Radio is far more inexpensive than print. If you need a local media plan you will pay six times on print, while at one-sixth of that cost you will get the same kind of reach and frequency on radio.
Consumption across the day: The most important fact is that radio is an anytime access medium and advertisers can reach their consumers anywhere, anytime. Different sets of people tune in to radio at different points of time and, therefore, the medium is consumed across the day, unlike print, which is mainly consumed in the morning and TV, which is mainly consumed at night.
Quick turnaround: It’s an instant medium for advertisers to get their communication up and running. It just takes four hours from conception to execution of communication.
Great multiplier: Radio goes well with TV/ hoardings, etc. By apportioning 10 per cent of the marketing spend to radio in a print/ TV campaign, it has been proven that the impact is at least 15 per cent higher. AOTS and recall scores also increase substantially when radio is added into the media plan.
(Apurva Purohit is Chief Executive Officer, Radio City.)
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