Thursday, November 12, 2009

Why isn’t radio getting the respect (and ad dollars) that it deserves?

11/12/09

According to a recent study by the Council for Research Excellence, 77% of adults are reached by broadcast radio on a daily basis, second only to television. Among the coveted 18-34 year old target the percentage jumps to 80%. (“Radio Dominant Audio Device”, 2009).

As we have discussed in class, radio provides well-defined audiences on a local basis, and a 92% retention rate during commercials, at a low out-of-pocket cost. (“Radio Listeners Stay Tuned During Commercials, 2006).

Yet, CBS radio revenues fell -19% in the third quarter; and their predicament is not unique as the entire category experienced a -20% drop. (Sass, 2009).

If we are all still listening to radio, why aren’t advertisers continuing to advertise on it? Do you find radio advertising less persuasive than other forms of advertising? Have you ever bought something after hearing a radio ad?


Radio Dominant Audio Device. (2009, November 9). news@mediapost.com. Retrived via email November 9, 2009.

Radio Listeners Stay Tuned During Commercials. (2006, October 23). Adweek.
inside front cover.

Sass, E. (2009, November 6). CBS Radio Revenues Fall 19%. mediapost.com. Retrived November 11, 2009, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117001

4 comments:

  1. Sadly, I don't listen to the radio often. Though its on constant for the dog. So I get to hear ads now and then. Sucessfully, I think radio has grown rapidly. Now we have satellite radio, etc. I do find that radios ads are persuasive, because I think we listen more since we are image saturated we stop seeing with our eyes. I have indeed purchased items from radios more than visuals, think radio ads are more informative such as, university info-sessions, Store opening and sales, album releases, etc.

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  2. That is so strange but the more I think about my own situation regarding radio, the more I realize that I tune out most of the commercials. As a driver, sometimes I'll have the radio on but I will barely listen to it if it is talk and not music. This is probably because I'm much younger than the age group that tends to listen to talk radio a lot more (my father listens to it incessantly). Yet, the lack of visual stimulation and distractions, like driving (I'll watch TV for the sake of TV but I'll listen to radio only because I am driving), may have something to do with why I have never remembered or bought anything directly because I heard it on the radio.

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  3. Oh, I have never bought a product by radio. And I never heard from someone else that they use radio to buy a product. In my case, I turn on the radio when Im driving, but I only listen to music channels not talk shows or news channels. It is hard for me to be concentrated on both driving and listening. I think the reason why radio ads dont work becuase we just can "listen" to it. There is no viural effects or scenes pushing consumers to buy it, even though sometimes sound effects are attractive, funny and alive. And I am confused that is it clear to talk to "target" just by listening to the radio ads? It seems to be less persuadable to send key message to a target. Compared to TV ads, it is much clearer to point out the target what a company wants to sell.

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  4. This is Kate:
    Oh, I have never bought a product by radio. And I never heard from someone else that they use radio to buy a product. In my case, I turn on the radio when Im driving, but I only listen to music channels not talk shows or news channels. It is hard for me to be concentrated on both driving and listening. I think the reason why radio ads dont work becuase we just can "listen" to it. There is no viural effects or scenes pushing consumers to buy it, even though sometimes sound effects are attractive, funny and alive. And I am confused that is it clear to talk to "target" just by listening to the radio ads? It seems to be less persuadable to send key message to a target. Compared to TV ads, it is much clearer to point out the target what a company wants to sell.

    ReplyDelete