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The resurgence of radio and why it works

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Radio is having a comeback. People are tuning back in - because they’re tired of over-stimulating screens, they want human connection, and it’s easier than ever to listen to a radio show on almost any device.

Just one search, and you’ll discover a whole world of people who are coming back to the radio as their day-to-day entertainment. Alan O’Rourke, founder of Ruarke radio, says , "The great thing about radio is that it’s great company and you can enjoy it whilst working or going about day to day chores. Modern radio also offers a range of stations to suit everyone and with an internet connected SmartRadio you can also listen to Podcasts and shows you may have missed."

Advertising on the radio is following suit. Sky-high ROI, huge reach and strong results as an amplifier for digital campaigns: radio advertising is a no-brainer. Despite more and more digital alternatives, brands keep coming back to the radio. It’s an intimate and well-trusted form of media consumption which spreads far and wide - with 84% of UK adults tuning in on a weekly basis. [1]

We’ve been in the business of making radio ads for 35+ years. And yes, we know them inside and out.

There are countless sources showing the effectiveness of radio advertising, and the results speak for themselves:

• Online brand browsing increases by 52 per cent after hearing a radio ad
• Over half of that response happens within 24 hours
• Radio delivers £7.70 revenue return for every £1 spent, according to analysis from over 500 campaigns
• Consumers who came across both the TV and radio ad for a brand had a 35% higher ad recall than for those who only saw it on television

Source: Radiogauge Predict

The reasons for this success are plenty. Because radio is hands-free, it is listened to whilst most people are alone - driving, walking, cooking, etc - it is given more undivided attention. 

The ‘theatre of the mind’ effect also comes into play: because it relies on audio alone, it requires more imagination and attention, thereby fostering higher memory retention and emotional connection.

Perhaps that’s why brands which advertise on the radio are seen as more relevant and trustworthy, according to listeners. [2]

Not only this, radio is also a much more nimble tool than visual media. Not only is it much faster to produce, it also reaches more specific audiences.

Modern radio can offer precise targeting by age, location and interests, which makes it a go-to for local businesses or sectors where quick action counts, like retail, finance or travel. TV advertising on terrestrial stations, for instance, is more broad; used for large brands wanting widespread campaigns, big budgets and far reach.

Therefore if your business needs to react or move fast, radio is the platform on which to do it.

Radio is also a great way to advertise without the huge pricetag. With lower planning, production, media, and targeting spends across the board, radio is perfect for smaller, more local companies to promote themselves.

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Why radio campaigns are cheaper:

• Production costs: audio only ads are much cheaper to produce (typically £1,000 to £5,000) compared to TV commercials, which can cost upwards of £100,000 for a 30-second spot.
• Media placement (airtime): Radio ad spots are generally less expensive to air than TV, especially outside of peak drive-time hours, making them ideal for smaller budgets.
• Flexibility and speed: Radio campaigns can be produced and aired in days, whereas TV commercials often require weeks of planning, filming, and editing, which drives up costs.
• Targeting: Radio allows for hyper-local targeting, which can be more cost-efficient than broader TV campaigns.

We’ve made hundreds of radio ads - from the likes of Moonpig (part of the reason the jingle got famous), to Motorway, Bella+Duke, Wowcher, OneFamily, JanePlan, the list goes on.

Some of these brands chose to make their campaign radio exclusive, and others used a radio version to supplement a broader TV campaign. 

Which one you choose depends on your objectives: If you’re looking for a low-cost campaign, quick results and local targeting, then you can go straight for a radio advert. If you have a larger budget and want to easily amplify the results of your spend, then you might opt for radio as an add-on to your campaign.

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We’ve made solo radio ads for these brands recently:

MyEdSpace -  A learning platform for secondary school pupils, aiming to make high quality education accessible to all.

This campaign utilised radio exclusively, to capture the attention of a select demographic of parents who might want to supplement their child’s education.

East Anglia Air Ambulance - A charity which provides 24/7 emergency response in the east of England.

A highly localised campaign in the East of England. Designed to build awareness of the EAAA and their mission, with a view to boost donations for their new Cambridge location.

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We know our way around a radio advert. Whether it’s standalone, or amplifying your TV or digital campaign, we can take it from script to air.

Get in touch today for a quote.

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