Radio Buying

As a broadcast medium, radio can be accessed anywhere, anytime by anybody. Its up to the minute, up to date and up to you. Without research, the industry would have little idea as to the extent of radio consumption.

Radio uses research primarily to provide relevant information to advertisers and their agencies so that they, like all product or service users, are able to ascertain exactly what they get for their money, determine the extent, time and place of radio listening by all target audiences and, assess the patterns of listening so stations can improve the product for their listeners.

An anywhere, anytime medium – given radio’s portability, advertisers have the opportunity to reach people on the go, giving them an edge over competitors.  The accessibility of radio enables listening to occur in places that other media may have difficulty reaching, for example you shouldn’t read a newspaper or magazine whilst driving, or watch the television in the shower!

A competitive medium – the growth of national talk and music station networks and growth in off-air promotions has made radio more attractive to national advertisers, and more competitive with national media.  Radio can localise a national or even global issue.

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