Blog post by: Lea Rosner, Baer Performance Marketing Intern
When determining how to advertise a business or product, radio is often a safe bet. According to Nielsen Media Research radio usage statistics, 88% of American adults listen to the radio for 12.2 hours per week, mostly during their commute or while working from home. That’s a lot of valuable time to run an ad! However, there’s much debate over the best medium for radio-based ads – is traditional radio, streaming radio, a music app, or podcast the better choice for advertising? Tune in to this week’s Baer Necessities blog to discover the unique benefits of each option and how you can leverage these services to successfully target your audience.
Traditional Radio
Traditional radio has been a staple in the lives of many since it was popularized in the 1920s. While it is true that streaming has gained popularity, the fact remains that terrestrial radio is free and everyone has access to it, whether that be via their car or mobile device. Furthermore, radio stations boast incredibly loyal local audiences within specific regions, making them ideal platforms for advertising local businesses or services. Another advantage is that unlike today’s streaming services, there is no “ad-free” version of radio. This ensures that listeners will be exposed to your entire ad every single time.
In summary, traditional radio holds the trust of the community, making it a great choice for those looking to advertise to local, older demographics. Catchy jingles, host reads, and sponsorships are among the many types of traditional radio ads that can establish a strong connection with your audience.
Streaming Radio
Streaming radio, or internet radio, reaches millions of users via apps or through PCs. While traditional radio caters to a blanket local audience, streaming radio has even more powerful targeting capabilities. Platforms like Spotify or Pandora utilize user data, including interests, age, and music listening habits, to ensure your ad reaches listeners who will find it relevant. Moreover, streaming radio offers businesses the chance to integrate banners or clickable ads, further nudging prospective customers to take action.
Podcasts and talk shows also serve as effective mediums for advertisements. According to Audacy’s 2024 Podcast Playbook, Gen Z and Millennials are 69% more inclined to act on a product or service when it’s advertised by their favorite podcast host. This makes streaming radio a great option for those who want to advertise to a younger, more tech-savvy demographic.
Both traditional and streaming radio have been shown to command a high level of audience trust, which translates into greater trust in the brands airing advertisements on these platforms. At Baer Performance Marketing, we know how to turn up the volume and help you experience the benefits of radio advertising. Let our team determine what your target audience spends their time listening to and fine tune personalized strategies to align with your business goals. Get in contact today to learn more!