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Advertising Effectiveness – New Research Shows Radio Potentially Most Effective Medium

Radio Advertising Bureau’s “Matter of Fact” newsletter shared ABX research on how radio may deliver the best ROI and ROAS of all with some smart creative.

Thanks to the creative testing of more than 100,000 ads across all media by ABX Advertising Benchmark Index, we can now see the true strength of radio. There is great news about how radio performs in comparison to other media.

  • Among high performing ads with quality creative, radio is every bit as effective as other media. There is no significant difference between radio’s creative impact and that of television, digital, print, outdoor, FSI’s and the like.
  • Given the low cost of production and lower CPMs, radio with quality creative will generate a higher ROI than these other mediums.

Of the 14 measured KPIs, ABX identifies the following four as the indicators that most accurately predict how effectively an ad will communicate its message and persuade its audience to act. These include:

  • Awareness – Have you generated sufficient attention and memorability to make the consumer know which brand is being advertised?
  • Messaging – Is there a clear benefit being described in the ad, and has the messaging been stated in an easy to understand fashion?
  • Reputation – Did you feel better about the advertiser after seeing/hearing the ad?
  • Call-to-Action – Since we are hoping to change a person’s attitude toward our brand, and ideally get them to do something as a result of our investment, ads that do not generate some intent to modify or change behavior cannot be considered successful.

By focusing on these four characteristics of high-scoring ads, creative teams can achieve highly successful ads in radio at significantly lower price points than other media.

Why Advertise on WROY/WRUL and wrul.com?

Reach

• Radio is on 24/7, reaching over 93% of people age 12 and older every week and 78% daily.
• Often considered a frequency medium, radio is an ideal reach medium when planned differently — especially based on Arbitron PPM data.
• Reach 3 consumers 1X rather than 1 consumer 3X since that 1 consumer is less likely to need a product/service than any 1 of the 3 would be.
• Ads are most effective when they remind people of brands they know, at the time they happen to need a product or service.
• Reminding is a perfect job for radio when used as a reach medium

Targeting

• Radio’s diversity of programming affords advertisers niche channels to zero in on narrow target groups.
• Formats allow advertisers to speak selectively to consumers they want to reach.
• Local/regional structure means brands can focus on key marketing areas.
Immediacy

• Consumers vary in their stages of the purchase cycle – on-going Radio ads allow your product or brand to be front and center when people are ready to buy, even during offseasons.
• Radio reaches consumers close to the time and location of purchase, whether they’re in-store or online shoppers.
• Radio reaches listeners in-car when they’re driving to stores,restaurants, etc.

Loyalty

• “Radio continues to be perceived as central to people’s lives, especially when contrasted with the precipitous decline by other traditional media”–Arbitron/Edison“InfiniteDial”.
• Radio continues to be the #1 source of music discovery despite the numerous audio options that exist today.
• People spend more time listening to news on the radio each day than they do reading newspapers or getting news online.  The amount of time people listen to radio news has remained more stable over the last decade…– PewResearchCenterforthe People&the Press
• Listeners tend to listen to relatively few radio stations and are extremely loyal to their favorites.
• Research shows that Radio listeners have a low level of ad avoidance, staying tuned in through commercial breaks.
• Because ads can run frequently and listeners tend to stay tuned for long periods of time, a brand that is big in Radio can create a disproportionately large share of mind for itself.

Engaging

• Listeners feel an emotional connection with their preferred Radio stations.
• Passive forms of advertising merely list merchandise or tell where a product is available;radio is an active medium capable of stirring emotion, creating demand and selling products and services.
• Radio is a call-to-action medium.

Features & Benefits of our radio stations

WRUL

Feature:  50,000 watts reaching more than 25 counties in 3 states

Benefit: Reach more potential customers from more places…more than 60,000 unique listeners each week

Feature:  Primary Target demographic…age 25 – 49, 65% female

Benefit:  We work hard to reach the buying power of the economy so your audience will be the ones holding the purse strings.  You’ll be talking directly to the folks with the money, the decision makers of the household.

Feature:  Country music

Benefit:  It’s America’s (and especially in our region) favorite music genre and the Tri State’s had a relationship with WRUL and it’s country format for about 40 years now (since 1974).

Feature:  Tri State News with Jeff Skaggs

Benefit:  WROY/WRUL and wrul.com are Southeastern Illinois residents first choice for news.  Pair that with the fact that commercials from businesses that sponsor news broadcasts are often seen as the most credible ads.

Feature:  Professional Quality Creative Commercials

Benefit:  You don’t have to be as big as McDonalds or Wal Mart to sound just as big, awesome and important.  We use the same audio editing software as the folks who produce ads for the big guys, use professional quality microphones like the folks who produce ads for the big guys and we know how to write, produce and create commercials to make you sound just as big and awesome as the big guys, until you are one of the big guys.

Feature:  Local Sports coverage

Benefit:  You get to join in the community spirit and build some great public relations by banding together with potential customers to root for the local sports teams.  Because we cover the games as they’re happening, we get both die hard fans, families and friends of the players as well as folks who simply want to be in the know with how the team is doing listening to our broadcasts.  Those listeners want to trade dollars for products/services of businesses who support the same team they do.

WROY

Feature:  1,000 watts means White County intensive

Benefit:  If your target audience is Carmi, Crossville, Norris City, Omaha Enfield, Grayville…use WROY and don’t waste time talking to folks too far away to benefit from your product or service

Feature:  Primary Target Demographic is 35+

Benefit:  Reach the MOST affluent section of the population…especially when advertising during local news broadcasts.  These are the folks with the most discretionary money to spend

Feature:  Todays News & Yesterdays Hits

Benefit:  We’re White County’s first choice for news when it happens and that plays a major part in active listeners who are looking for the latest happenings.  The music is the freshest, brightest good mood music there is.  It brings back memories, and generally gives listeners a good feeling.

Feature:  Open Line with Jeff Skaggs, Swap Shop on air/online

Benefit:  These are locally produced live community minded programs.  Open Line features local guests discussing topics that matter to listeners in our area…your potential customers and it’s only available on WROY.  Swap Shop is a free service to listeners making it an attractive place for folks to listen whether they’re wanting to buy, sell or trade.

Client Testimonials

Wondering who you can call to ask about whether WROY/WRUL/wrul.com works and how?  Wondering what to expect from a station representative? Want to know how other business owners perceive the radio stations and its employees?

We encourage you to contact:

  • Joe Greenwell of Smokin’ Joes/Gateway One Stop in Sturgis, KY
  • Angela Wilson at Southeastern Illinois College in Harrisburg
  • John and/or Jill Gerton at Gerton Auto Sales in Mt. Vernon, Indiana
  • Don and/or Shirley Ahrens at The Corn Crib west of Shawneetown, IL
  • Bill and/or Lynn Stendeback of Stendeback Family Funeral Homes in Mt. Vernon, Indiana, Carmi and Enfield
  • Anthony Huffer at White County Ford-Chrysler in Carmi
  • David Templeton of The Hale Body Shop, waaaaaay out there on the Possum Road in Carmi
  • Dave Matheny, State Farm agent in Carmi
  • Keith Botsch at Botsch and Associates, CPAs on Main Street in Carmi
  • Victoria Woodrow at Hamilton Memorial Hospital in McLeansboro
  • Jeremy Jordan and/or David Campbell at Campbell Funeral Homes and Melrose Cemetery
  • Cody Gottman at H.D. Bean Jewelers
  • Heather Price at Taco Factory, Carmi
  • John Williams at Little Giant Grocery Outlet in Carmi
  • Dave or Tom Drone at Gallatin County True Value in Ridgway
  • Renee at The Village Boutique in Ridgway
  • Michelle Ward of Fairfield Memorial Hospital in Fairfield
  • Dr. Clint Taylor at Taylor Eye Care in Carmi
  • Nancy Winter of Nancy J. Winter, CPA in Carmi
  • Rick Barbre at Barbre Country Insurance in Grayville/Carmi
  • Scott and/or Todd Rice at Rice Motors in Carmi
  • Andy Gee at Plum Street Pharmacy in Carmi

and that list of happy clients goes on and on and on…

Coverage Map

coverage map

We’re not just your radio folks…we’re media planners trained on the pros and cons of every medium.  We’re capable of helping you to build a comprehensive marketing strategy, one that takes you from where you are to where you want to be.  And we’ll stick by you every step of the way there.