About
Clarke Broadcasting is built for the community as a vital resource of news and information.
The Power of Radio
From age 12 and up 91% of Americans listen to the radio each week. Plus: A Spring 2020 survey by Nielsen showed that 83% of Americans said they listened to as much or even more radio during the pandemic.
Radio reaches more people than any other medium.
Audience Share
Reality versus what people think is happening.
The audience share of AM/FM radio is 19x larger than Spotify and 13x larger than Pandora but the perception among advertisers and their agencies is different.
1) Radio sells with immediacy.
Research proves that radio regularly reaches consumers within two hours of their largest purchase of the day. Can there be a better time to reach customers than on their car radio while they are driving to do today’s shopping?
2) Radio sells everywhere.
Radio is the only true mobile medium. In the car, at work, and at play, radio is there…the companion and the advertising force your customers take with them wherever they go.
3) Radio sells with intimacy.
In your personal life, when you have something very important to communicate to someone, which would you prefer – to show them a picture, to write to them, or to talk with the intimacy and emotion of the human voice?
4) Radio stars in the theater of the mind.
Want a 100-piece symphony orchestra in your ad, an elephant, a chorus, a laughing child, a love song? With word pictures and emotion-evoking sounds, radio’s theatre of the mind stimulates the most emotion-filled pictures the mind can comprehend.
5) Radio escapes advertising’s clutter.
Today’s newspapers average 2/3 ad copy to 1/3 editorial copy. TV spends about 1/3 of its time on advertising. Today’s radio, at about 10 minutes of advertising per hour, devotes less than 1/5 of its time to ads. Radio is the uncluttered medium.
6) Radio is the cost effective medium.
Newspaper rates are up (even though circulation is down). TV ad rates are up (even though viewership is down).Radio advertising costs grew less than any other major form of advertising.
7) Reach is nice, but frequency sells.
Newspaper and TV are reach media – they reach varying numbers of people. Psychologists tell us that consumers need to be exposed to an advertising message at least three times before it begins to penetrate. Most local businesses cannot afford the necessary three-times-plus frequency that effective advertising demands – except on radio. Radio is the reach and frequency medium you can afford.
8) Radio’s targeted advertising sells.
Radio’s variety of formats allows you to pinpoint your advertising on the station or stations that best match your customer’s interests. You cannot pinpoint advertising in the broad-reach, scattershot newspaper and TV media forms. Radio’s unique targeting ability saves you money.
9) You’re always on the front page with radio.
With radio advertising you are front and center in the listener’s attention span when your ad is on the air. You’re never buried on page 42 and you’re never surrounded by your competitor’s ads. With radio, you are always on the front page.
10) Radio is an active medium in an active society.
Passive forms of advertising simply list merchandise or tell you where a product is available. Radio is an active medium capable of stirring emotion, creating demand, and selling your product or service. Today’s hotly competitive marketplace demands an active medium. That’s radio!
Consistency
Consistent advertising means you have a better chance of long term success. Short bursts can be effective in the short term, but do nothing to address the future. Businesses have three potential customers: Today, Tomorrow and the Future
At any one time, there is a limited number of customers that are ready to purchase at that moment (today). The number increases somewhat when tomorrow’s potential customers are added. But far and away the largest group of potential customers will need the businesses product or service at some future point. Any advertising equity attained by a short burst will likely have evaporated.
Regular advertising addresses each kind of customer, no matter where they are in the buying cycle.
