Radio is a reach medium with universal appeal, targeting an attentive and captive audience. Listeners have a strong emotional connection with their chosen station, which reflects positively on radio advertising. It provides information as it reaches consumers closest to their time of purchase, as they drive to or from work, or even during a lunch break.

The medium has inherent persuasive strengths which subconsciously build trust, purchase intent, and personal cues. Radio is also a highly effective medium with a strong ROI. Naturally the effectiveness of advertising varies by the creativity and relevancy of ads, and radio is no exception. Relevant emotional and creative radio ads help consumer to process brand-related information.

Definitions:

Effectiveness: Quantifiable and attributable effects of radio advertising campaigns against defined objectives or metrics.

Weekly Reach: Represents the number of people who tune in to a radio station (usually for a minimum of 15 minutes) during a week.