#1 Reach

>   Radio is on 24/7, reaching over 92% of people age 12 and older every week

>   Often considered a frequency medium, radio is an ideal reach medium when

utilizing diverse formats

#2 Targeting

>   Radio’s diversity of programming affords advertisers niche channels to zero in

on narrow target groups

#3 Immediacy

>   Consumers vary in their stages of the purchase cycle – ongoing Radio ads allow

your product or brand to be front and center when people are ready to buy, even

during off seasons

#4 Loyalty

>   Radio continues to be perceived as central to people’s lives, especially when

contrasted with the precipitous decline by other traditional media

>   Radio continues to be the #1 source of music discovery despite the numerous

audio options that exist today

>   Listeners tend to listen to relatively few radio stations and are extremely loyal to

their favorites

>   Research shows that Radio listeners have a low level of ad avoidance, staying

tuned in through commercial breaks

#5 Engaging

>   Listeners feel an emotional connection with their preferred Radio stations

>   Passive forms of advertising merely list merchandise or tell where a product is

available, radio is an active medium capable of stirring emotion, creating demand

and selling products and services

#6 Intimacy

>   Approximately 1/3 of TV time is devoted to commercials, about 2/3 of

newspapers are comprised of ad copy, and Internet users are now subjected to a

barrage of advertising

>   With an average of 10 commercial minutes per hour (about 1/5 of each hour),

Radio affords an uncluttered environment for advertisers.

#7 Synergy

>   Radio has a “multiplier effect” on other media

#8 Frequency

>   Radio’s relatively low cost in relation to other media allows advertisers to use

multiple stations to reach their targets and build frequency levels for maximum

impact

#9 Creative Flexibility

>   Radio stars in the theater of the mind, stimulates emotion-filled images within

the listener’s own mind – voices, music, sound effects, recall of video images..

>   Radio advertisers can adapt quickly to changes in their own situations and

marketplace to make sure their dollars are effectively utilized

#10 Cost Effectiveness

>   Radio is less expensive to buy than most major media, allowing advertisers to

afford maximum reach and effective frequency