Is Radio Still a Good Idea for Marketing?

Posted in Marketing | October 12,2020

cyndi miller

I am often asked if radio is still a good buy in an advertising budget. While every situation is unique, the general answer is YES!

Streaming audio services have been gaining subscribers in large numbers over the past few years and should be part of the conversation for a well-rounded marketing approach, but it has yet to overtake radio in a significant way. Nielson’s most recent Audio Today 2020 report shows that in America, 92% of the population still listens to radio every week; that’s approximately 272 million people. When narrowed to adults who are 18+, that percentage increases to 96%. In addition, a Nielsen Total Audience Work From Home analysis released in August of 2020 cites that 75% of people noted that they listen to music while working at least once a week, and 40% of those listeners do so daily.

People are definitely still tuning in, and many are loyal listeners to their favorite stations and on-air personalities in their local markets. We can help you determine the best strategy for your unique business and needs and customize it to reach the maximum number of consumers possible.

Why should I work with a media buyer? Can’t I just do it myself?

Buying radio spots isn’t quite as easy as picking up a gallon of milk on your way home, but with the right advertising partner, (aka Miller Public Relations:)) it can seem that way to you.

There are a number of considerations when looking at placing radio spots.

  • Who is your target audience?
  • What is the current environment like?
  • Are there competitors active in the market? If so, what is their current share of voice?
  • What are the top stations in your given market?
  • What stations in your market are a good match to your target audience?
  • What can you expect to spend each month to be competitive?
  • How much more to be dominant?
  • Is your messaging on point and resonating with the audience?
  • Should you use an endorser, and who would be a good brand ambassador?
  • Who do you talk to, and how do you know if you’re getting a good rate?
  • What kind of flight schedule/s will give you the greatest share of voice?

At Miller Public Relations, we handle all of the nuances involved in the media planning and buying process from market research, competitive spending and station to demo matching to aggressive spot placement, rate negotiations, crafting and producing the perfect spot for your audience as well as daily monitoring to maximize your ROI.

How much more will I pay for having a media partner place my buys?

The answer depends on who you partner with. What makes us a better partner? Unlike most other agencies, we don’t take a commission on the buys. Instead, we simply bill for the time we put in, and that’s all based on your goals and your budget. This means there are no conflicts of interest with stations or the amount of media you purchase. We only recommend what we think will help you see an ROI. Unlike some companies that will increase ad budgets in order to gain more commissions, we negotiate the lowest rates and pass those savings on to you.

Our long-tenured relationships with media partners across the nation allow us to leverage buying power and market insight to your advantage. Couple that with our award-winning team of copywriters and producers, and you have an incredibly efficient, cost-effective, professional campaign to help your business grow!

At Miller Public Relations, we always have your best interest in mind, so you can rest assured that every dime you’re spending is driving your brand forward.

Looking to buy a radio spot? Work with a company you can trust. Let’s chat.