Yes. I’m old enough to remember MTV launching its network with the song, “Video Killed the Radio Star”. Well despite MTV, I-pods and satellite radio, broadcast radio is still alive and kicking. But can the same be said for radio advertising?
We’re all familiar with the 10-minute blocks of commercials they play on radio stations. And you’re probably also familiar with switching to another station during this lull in music. In fact, according to a 2006 survey conducted by Omnitel for American Media Services, 61% of adults change the radio station within the first minute of a commercial. That number reaches 90% within 2 minutes of a commercial block. Which makes me wonder: Does radio advertising make sense if no one’s listening?
From the creative standpoint, there is still good radio work out there. Unfortunately for the clients, most of us only hear them on award CDs, not on the radio (it’s hard to catch them when you’ve turned the station). So when Mr. Radio invites himself to our advertising mix, should we as marketers heed the words of our parents and “turn that radio down”?
Tell us what you think. Heck, write to us next time you’re listening to the radio.
Ron Lee
T.V. and Radio Copywriter
Interesting point Ron. I’m sure somebody out there in radio land has metrics that say just the opposite is true or it’s not as bad as the figures you quote. I wonder, just how do you measure sales directly attributable to a radio ad? Aside from radio being your only medium and then you probably run the risk of nobody showing up!!
Of course, great creative will overcome some of that. Everyone knows Budweiser’s award winning great American Heroes/Real Men of Genius campaign and can quote at least some of them. So, good creative that uses the radio medium properly will find itself being heard.