Posted by Andy Cullwick, Head of Marketing legal futures Associate First 4 Lawyer
Kullwick: Traditional channels still have life
How many people still listen to the radio?
Apparently there are more than you think. Despite the number of streaming services that allow users to listen to selected content on demand, recent statistics from Radio Joint Audience Research (RAJAR), the official body that measures British radio audiences, show that It has been shown that 88% of adults listen to radio programs. An average of 20.5 hours per week in the final quarter of 2023.
That's approximately 50 million of us listening to just over 1 billion hours of live radio per week.
Digital (primarily DAB and online) accounts for more than 70% of listening time, with increasing use of devices such as mobile phones and smart speakers.
Over 60% of people listened to music at home. This is probably because more people work remotely (and their co-workers can't criticize their music choices!). 25% while driving, and she only 14% while working.
But the statistic that stands out to me is that commercial radio listening ratings are at an all-time high. Furthermore, commercial radio collectively attracted 7.8 million more listeners than the public-run BBC, accounting for more than half (54%) of total listening time.
I've written before about how television's influence in advertising is unparalleled, even if expensive. With radio seemingly making a comeback, could tapping into the airwaves be a more cost-effective way to boost your brand?
thin line
So-called above-the-line marketing, such as radio and television, is outdated to some in the industry who prefer more targeted below-the-line methods such as search engine optimization, social media marketing, and pay-per-click. It is considered.
The latter will likely be cheaper and have an easier to measure return on investment, making it an attractive option for those who need to justify the expense, but it will almost certainly not reach the same amount of people. .
Think about your end goal. If your goal is to increase brand awareness or get your message across to a large audience rather than a specific group, radio is well worth considering. Small local stations can also help reach local groups, such as patients who may be victims of clinical negligence at a particular hospital.
Although it may not be as accurate as practical methods, you can also measure how well your radio is performing by monitoring the number of inquiries you receive during the time your ad is aired.
We recommend trying a new campaign for at least three months to test its effectiveness. It's also worth asking the radio station what they can do cost-wise. Content providers offering traffic or travel news may have cheaper ad slots.
Radio stations have creatives that can work with you to create the most impactful ads that tell listeners who you are, how they can support you, why they should trust you, and how to get in touch. There are often teams.
proper balance
Every good marketer knows that the secret to successful marketing is…there are no secrets. Learning is continuous as different channels emerge and consumer habits change.
It's important to try to find the best combination for your business and budget. Don't be afraid to challenge the status quo and try new things. However, don't think that it will give you the best benefits.
In addition to radio shows, more and more stations are offering on-demand services, producing podcasts, hosting live events, and engaging with thousands of listeners through social media.
While businesses have become increasingly digitally oriented in recent years, RAJAR's figures serve as a reminder that we are not ready to do away with more traditional channels just yet.
A version of this article first appeared on Insurance Claims.
