Radio allows messages to be tailored and localised to each audience. People carry out a wide range of activities while simultaneously listening to the radio. Advertisers can focus their message to specific demographic and geographic groups within their target markets. Each radio station is operated in consideration of specific market segments, so following a careful selection process, your product/service will be advertised to its exact target market.
Radio is the medium that people on the move spend the most time with throughout the day, providing ample opportunity for a message to reach its audience. And media surveys always show that radio listeners are far less likely to “tune out” when ads come on the radio, compared to television. Ask yourself – how often do you change channels or get up from your seat when the ads come on tv? Do you do the same while listening to the radio?