Effective radio advertising. An analysis of factors influencing effectiveness

Swantje Brennecke
The Media Partnership, Netherlands


In the past few years radio has become a more important advertising medium in The Netherlands. The amount of commercial radio stations has grown, segmenting the radio landscape and creating new possibilities for advertising, such as direct response commercials and sponsoring of radio programs, news and weather reports. On the air specific target groups can be reached with lower costs than in other media. Other specific qualities of the radio medium that have been (re-)discovered are its speed and geographical flexibility as well as the possibility to penetrate into people's lives in an unobtrusive way.

The growing importance of radio as an advertising medium becomes clear when looking at the development of budgets through the years (see Figure 1).