Do radio commercials attract new customers?

The short answer: Yes. The long answer: Yes.

There you go… article finished. You’re research is complete. Move along… nothing more to see here.

Lets be real. You are doing your due diligence into the world of radio advertising because you want to know if the medium can still produce results. While the answer is yes, there are still several factors that play into the medium of radio advertising being effective. Just so you know though… there has always been multiple factors that play into how effective a radio commercial can be. This has nothing to do with the amount of new advertising mediums that exist or surround radio.

At the time of this articles writing (2012), more than 94% of the population listen to radio on a daily basis.

Jeff Healey the President of the Radio Advertising Bureau recently said “Advertisers’ expanding use of Digital and Off-Air platforms to complement their sustaining broadcast commitment strengthens Radio’s current and long term viability,”. He also said that “The live and local environment that Radio offers provides an ideal platform for a diverse group of advertisers to zero in on their target audiences,” because of this “The positive growth we’ve seen over the twenty-one month period is unprecedented since the late 1990?s. Once again, this underscores Radio’s strength during these unusual economic times,”.

The growth in radio revenue is a clear indicator of the power that radio advertising brings to the table for small and medium-sized businesses in troubled economic times.

While it is true that some radio stations are not as “interactive” with their community as they once were, there are still several stations that play a major role in community events and charity work. These are the stations that are trusted by their listeners and often times deliver the best results to their advertisers.

Sometimes opportunities exist to co-sponsor community events with radio stations. This helps cover the costs the radio station incurs for helping with the community events and helps grow the brand and good name of the businesses involved.

It is clear that a focused message airing on a targeted and well listened to radio station can produce results for almost any small, medium or large business. As more and more people ditch the cd and find the process of creating a tedious “playlist” just that, tedious – the influence of radio advertising will continue to grow into the future.