In this exciting age of digital it is easy to overlook the value of radio advertising or wrongly assume that it is less compelling than other channels. Undeniably, the younger demographic do have a preference for listening to music using online video and streaming services via platforms like Spotify who are significantly increasing their foothold. However, in the UK 9 out of 10 adults still tune into radio each week – that’s 48.7 million people. Digital radio has also made radio more accessible to the masses – 58.9% of total radio listening is now via a digital platform with 30 million adults owning a DAB digital radio.
Digital radio also enables advertisers to target much more specifically based on listening preferences, region and age group to ensure the advertiser’s message is reaching its intended audience. No doubt the day will come when listeners receive personalised ads based on a stored profile but for now, there are still plenty of persuasive reasons for looking at radio.
When was the last time you drove your car without the radio on?