Surprise: Radio Formats Play a Crucial Role in Advertisement

Radio advertisements are becoming craftier and more statistic-based than ever before.

Radio continues to be relevant to advertisers all over the United States. What may seem surprising to many is that rather than decreasing, radio formats have been growing at a strikingly high rate, and have become more segmented throughout the years.

“Part of the love affair with the automobile is the enduring strength of their relationship with radio”, says Steve Doctrow, the Executive Vice President at Rogers & Cowan. “44% of all radio listening takes place in the car, where terrestrial radio has an 80% share.”

Because the only major medium available on the road is through digital music software or by radio, marketers have more choices than ever before when deciding how to specifically create their advertisement. Because of the wide range of radio formats and the huge variety of listeners, determining a focal point in regards to demographics is a key aspect to a successful radio advertisement.

Cater to the Public’s Interests

Some of the top radio formats that are on the airwaves today include: news/talk radio, talk radio, country, and adult contemporary. Just from a glance you probably notice that the demographics most likely range.

Advertisements tend to cater to a specified crowd, which is part of what builds on their public awareness. For example, a home health care center is less likely to advertise on a station that plays music fit for the younger generation. It’s a hit or miss that’s generally on the losing side. On the other hand, incorporating situational references that these younger generations can relate to makes the advertisement more relevant. An example would be a home health care center creating an ad that targets the youth to volunteer at their facilities.