Four misconceptions about radio advertising

Almost every business needs ads to grow. Some companies skip radio ads because they think they don’t work. But that’s not true!

This article busts some common myths about radio advertising.

So whether you’re promoting your car service, hair salon, or even betting sites not on GamStop, you might want to give radio ads a shot after reading this. Radio ads do work—there are just a few things you need to know first!

1.Radio Ads Are Hard to Track

Some people think that it’s impossible to know how many people heard a radio ad or how it affected them. But that’s not completely true. Radio audiences are actually measured through surveys. Researchers ask people over a month whether they listen to the radio, which stations they like, and how often they tune in. This helps get a sense of how many people are listening and what kind of audience the radio station has every day, week, and month.

Surveys can give a rough idea of how many people listen to the radio, but they have some big flaws. They rely on people to remember their listening habits, which can lead to wrong or biased answers. Unlike online platforms that track every click and view in real-time, radio surveys are just people saying what they think they listen to. This means the data might not be very accurate. Plus, surveys only show a small piece of the picture—they don’t tell us how long people actually listen to ads or if they even pay attention. So, while surveys can help, they don’t really solve the problem of figuring out how well radio ads work.

But we can also measure how well radio ads are working by looking at other signs. For example, if more people start searching for a product or brand after the ad plays, that’s a good sign it’s catching their attention. Tools like Yandex Wordstat or Google Trends can show how often certain words or phrases are being searched. More website visits and higher sales can also show the ad is working. 

Another way to track success is by using a special promo code in the ad. That way, if people use the code when they buy something, you’ll know the ad got them interested.

2.People Dismiss Audio Ads

Today, big companies in areas like real estate, car sales, and retail use different types of audio ads, like podcast commercials or catchy jingles. Most listeners don’t change the station when ads come on, and many people actually pay attention to what the ads are saying.

But it’s not guaranteed that people are paying attention to radio ads. Just because listeners don’t switch stations doesn’t mean they’re actively listening. Many people simply let the ads play in the background while they focus on other tasks. In reality, a lot of people use the ad break as a cue to check their phones, chat, or do something else. So, while the ads are technically being heard, it doesn’t necessarily mean they’re making an impact or driving people to take action.

On the other hand, research shows that even passive listening can have an impact. Repeated exposure to an ad, even if it’s just in the background, can increase brand recognition and recall over time. Plus, not all listeners tune out—many actively engage, especially if the ad is relevant or entertaining. So, there’s no need to worry about listeners ignoring your ad—it’s likely to be heard and remembered.

3.Making Good Audio Ads is Hard

Just like other types of media, audio ads have their own rules. The best length for an ad is usually 30 seconds or less, which is the most common format. But if a company is new to making ads, it can be tricky to get started. You’d have to work with the radio station or hire someone to help.

But a lot of radio stations and platforms actually offer services to help create ads. Plus, there are many online tools and freelance websites where companies can quickly find voice actors, scriptwriters, and other help for reasonable prices. And since 30-second ads are shorter, they’re usually cheaper and easier to produce. So, even if a company is new to making ads, it’s not that big of a problem thanks to all the resources out there to help beginners.

4.It’s Hard to Deal With Radio Stations

To set up an ad with a radio station or podcast, you usually have to reach out to their ad department, ask for their stats, and tell them how long your ad will be and if you need any banners. Then you’ll sign a contract, pay for it, create the ad, get it approved, and finally see how well it did. Kind of like too much time and effort.

However, many radio stations today  offer ad packages and support teams to help you out. They usually take care of the hard stuff, like making the ad and tracking how well it does, so you don’t have to do it all on your own. Plus, once you get your first ad set up, running more ads becomes simpler because you’ll already have everything in place. So, even if it seems a bit tricky at first, it gets easier and quicker over time.

Who Can Benefit from Radio Advertising

Radio ads can work well for different groups, such as:

• Reaching Lots of People: Radio stations play different kinds of music and shows, so they attract all kinds of listeners from different ages and backgrounds.
• Local Businesses: Ads on local radio stations are great for getting the attention of people in specific towns or neighborhoods.
• Musicians and Artists: Getting songs played on the radio helps artists get new fans and promote their music.

Radio advertising remains a powerful marketing tool in 2024, offering companies a unique opportunity to reach a broad and diverse audience. Despite the growth of digital media, radio continues to thrive as an affordable and reliable platform for delivering targeted messages.