Source: Radio Marketing Bureau, 2009

• Radio is a perfect fit for modern life: accessible and mobile

  Always accessible, radio reaches into the heart of communities with news, insight, entertainment, companionship and a soundtrack for life.

  Busy, mobile Canadians are particularly strong radio listeners because of its accessibility while they are on the go – at work, driving, relaxing at home, using the internet, and even on their mobile phones.

• Listeners’ habits make it a daily presence in their life

  Adults spend close to 1/3 of their daily media time with radio. This translates to 93% reach of adults 18+ every week, second only to TV at any age group.

  Because consumers spend a significant part of their day listening to radio, it delivers higher adult reach than newspaper and TV in all day parts from early morning to early evening. (Source: BBM-RTS Fall 08)

• Radio offers a unique environment for engaging consumers

  Radio is a one-on-one medium. Listeners tune in regularly, developing a relationship with the stations that reflect their tastes and lifestyle.

  Current research shows that listeners see radio as “speaking to me” and trust the information they hear, finding credibility and relevance in both the programming and the advertising. They feel more emotionally connected to radio, and to their community through radio, than with any other media.

  Listeners’ personal connection to their radio stations results in less ad avoidance than any other medium

  

• Radio targets efficiently both the right consumer groups, at the right time

  The ability to choose your market, and to concentrate on specific types of consumers through a radio station’s format, adds to the efficiency of an advertising campaign. Radio provides the opportunity to target by age, income, gender, lifestyle characteristics, and radio-listening preferences of a station’s audience.

  Radio is a highly effective and efficient medium for targeting mobile listeners while they are likely to be in the market for a specific product or service, for example meal options on the drive home, retail advertising while people are out and about close to the point of sale, beer advertising prior to holidays and during weekends. The options are plentiful.

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