As mentioned above, radio is a successful medium due to the definitive targets and repeated branding messages that are tuned. There is a lot of money saved in this process and the end results show effective marketing and success.
■The repetition of the message gets radio more advantage, than other media of advertising like print media. The radio has also been effective equally or more to connect to the audience like the television.
■The radio targets over 233 million people in a week. Apart from the online radio there are more than 1000 licensed commercial stations in the United States. Radio audience has more than 80% of people who are likely to vote.
■On line radio has reached 20% of population of the United States, which is 12 years and above, all in one month. And the average population that is achieved by online radio is 49 million. The good news is that Google is now into selling radio advertising online.
■More than 60% of the people in United States listen to the radio everyday, and 94% of college grads, above the age of 18 are active radio listeners. Out of the total audience of the radio in a week, 93% are adults. The weekly audience for online radio has remained steady for the past one year.
■According to a survey, on an average a person listens to 1000 hours of radio per year. Which is a good achievement as compared to television that is 1500 hours a year.
■About 96% of the audience that is in the age group of 18-49 years, with an annual income of $75000 and above, tune in to radio every week. Whereas 95% of those in the same age group, but with an annual income of $50000 and above listened to the radio every week.
■Looking at combined advertising efforts of the radio with other media, the following are the statistics:
•Radio advertising could increase the brand recall by 34%, when used in conjunction with television advertising, as compared to television advertising alone.
•Radio advertising increased the return of investment more than 4 times, when combined with Internet marketing, and as compared to Internet marketing alone.
•Radio advertising along with print advertising, made branding 3 times more successful than newspaper and other print media alone.
■The radio has also proved to have, more return on investment (49%) than television advertising.