The Continued Relevance of Radio Advertising

Efficient advertising is an integral part of modern day business models. Recently, Heart’s brand new TV advertising campaign has been designed to take advantage of The X Factor and cinema audiences to further promote the brand’s name through a £2.5 million initiative. The 30 second advert will allow Heart, the UK’s largest commercial radio company, to reach an even larger audience than normal, and use the captive audiences present within the huge X Factor and cinema audiences’ to guarantee maximum exposure.


Heart might be supplementing their radio facilities with this new TV advertising campaign, but that does not mean that the radio itself is a poor method of advertising. Radio advertising was once expected to become increasingly irrelevant in a future where new forms of technology seem to be invented on an almost constant basis, yet the actual outplaying of the advertising market has already shown that this is far from the case.

The Popularity of Radio

The radio still represents a highly appealing service for many people, as shown by Rdio’s recent move to launch a free smart radio service for its listeners in the United States, Canada and Australia. The music streaming world is already a competitive sector due to established brands such as Spotify, Pandora and Apple’s iTunes radio, and this latest move from Rdio is expected to bring the company back into the spotlight after some relatively low-key recent years.

The Radio and Twitter

When you think about it, the continuing presence of radio advertising is unsurprising, as it possesses many of the intrinsic principles that have made Twitter such a popular marketing tactic. Both distribute selected forms of content over a mass audience, and the priority for both mediums is to maximise persuasive impact within very limited restrictions. Tweets are constrained by characters, just as radio advertising is limited by time, and both need to be as authentic as possible to prevent their audiences from casting their attention elsewhere;  so the similarities are actually quite striking between the two methods.

What’s more, the window of relevance for individual advertisements on both the Radio and Twitter is very fleeting. Both need to make a lasting impression almost instantaneously, or their worth will quickly be lost. Similarly, radio audiences and Twitter users are known to be most active at certain times of day, meaning that marketing strategies making use of them really need to plan their promotions, taking advantage of times when their target demographics are at their most accessible.

Radio advertising and Twitter are also typically formatted to only advertise messages that are consistent with their following audiences. A drastic deviation in tone can prove to be especially off-putting, so it’s important to restrict the sort of topic that receives exposure on both mediums. With the popularity of Twitter still in the ascendency, it really comes as no surprise to see the radio holding its own so ably, as the comparisons are plain for all to see.

Exaget’s Internet Radio Advertising Services

If you’ve yet to make the most of radio advertising, then look no further than Exaget to provide you with the most intelligent bespoke solutions to reach the exact target audiences that you’re intending to. Please feel free to contact us if you require any further information about the service that we offer.