360 Degree Media Group Blog

It’s On: Television Versus Radio

Posted by Amy Baker on Dec 31, 2013 4:00:00 AM

Emmy Award winning Tonight Show host Johnny Carson once joked that; “If it weren't for Philo T. Farnsworth, inventor of the television, we'd still be eating frozen radio dinners" and bands like The Buggles famously stated that; “Video killed the radio star” but are things really that cut and dry?


Let’s find out what works best for your business in a “TV Ads versus Radio Ads” fight to the death!

Statistics To Help You Understand Both Mediums Better

With a population of over four million, AGB Nielsen has found that over 2.57 million Sydney-siders tune in to the radio waves, and the numbers to support that, don’t lie.

The top two performing radio stations—according to AGB Nielsen’s cumulative audience numbers— in descending order, were; 2Day FM, and Nova, which has a listenership over 830,000 people.

According to OZTam’s database, 81% of the nation’s television viewers come from Sydney—which is roughly 18.4 million people sitting down to watch a little TV, so what’s the best for a small business weighing television advertising versus radio advertising?

 

Television versus Radio Advertising

 

Which Is Better: Radio Or Television Advertising?

When it comes to a cost based TV vs. Radio debate, you will find that radio wins versus television. As a matter of fact radio advertising will win out against almost any medium—it is one of the absolute least expensive ways (next to word of mouth) to market your business to an audience.

Another reason why radio is better than most forms of advertising is the manner of its outreach. With radio advertising you are able to reach a large group of people, perhaps in the same office, or car, at the same time. But that alone will not determine whether television advertising is better or worse than radio advertising.

 

Radio Versus TV Advertising

So your ears picked up the fact that radio is cheaper than TV, but it still has an outreach that’s also in the millions? That’s good because there are many things which make radio just as good if not better than television, espeically when you are considering your advertising options.

Many people like to listen to the radio whilst they are accomplishing daily tasks, without distraction (like driving), so it’s often-times associated with achievement, as well as relaxation, versus television which is a more passive merium - a favourite amongst procrastinators, that even allows the viewer to completely ignore the advertising message by pressing the mute button.

You as an advertiser can get statistical information from someone who handles your marketing, and help you better decide the exact time that you’d like to run your radio ad in a way that helps you target a specific consumer segment, depending on the listeners of the radio programme, whereas.

Have you ever listened to a radio segment, and listened in wonder and amazement as the DJ
somehow managed to blend the set, the song, and the ads so seamlessly that you were able to listen to the ads over and over again? On television you cannot really entwine television ads with the TV shows, unless you pay for product placement, which is very expensive. Radio advertisements win when it comes to economizing. 

Unlike TV the likelihood of your audience being in the car already, and probably enroute to make a purchase is relatively high. Television on the other hand, has to entice them, and convince them to hop in the car and drive to the store. Radio ads find your target group already about to spend money, and puts your business in a proverbial sweet spot.

 

Television Vs Radio Advertising

Although radio ads must be looking very good at this moment, they are not really the complete winners in a TV ads versus Radio Ads match, and here’s why:

Quite simply one of the biggest drawbacks to radio ads is that they are not visual. The visual sells well, which is why television costs are so high. Radio ads also come and go very quickly. Drivers are in the car because they have some place to be, and the radio keeps them company, this is very different to television where the audience is less distracted and better able to engage with your ad.

Unlike television ads, radio ads cannot engage with an audience, and their emotions in a sensory way, they rely solely on sound to drive the message home, depending on your business, that can be highly effective, or of very little use.

So at the end of the day television and radio advertising are not adversaries, they are allies; used concurrently (should budget permit) they can be an invaluable resource, and a great way to engage your potential customers.

For more information about how to measure your marketing success, and tips on ensuring that your marketing efforts are paying off, download our free ebook: Closed-Loop Marketing by clicking the link below.

 

The 360 Degree Marketing Group Free Ebook On Closed Loop Marketing for Marketing Managers

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