Radio advertising has a vast reach across the population, so determining a specific target audience is important to ensure you are conveying the right message, to the right people without wasting your advertising dollars. There are 8 metropolitan radio surveys released every year which breakdown the audience demographics for different radio stations and can help you determine you are reaching the right people. Along with this, considerations and knowledge around the different programs that you can advertise in is also important. Today we will give you some other tips and tricks to help to.
Different Stations Attract Different Audiences
KISSFM, 2DAY FM, Triple M, NOVA96.9, 2UE and the list goes on! Each of these Sydney metro stations will often have loyal listeners and are tailored to different demographic groups. 2UE for example tends to have the greatest listenership from those aged 65+, while NOVA96.9 appeals to those in the 10-17 years age bracket. But how does this help with you advertising? Well, if you are currently running ads for life insurance to the NOVA96.9 audience, you may be missing the mark. Send this message to those listening to 2UE however, and you may have a better chance of getting those individuals to act. Know the station your audience listens to and you are well on the way to reaching them through your radio advertising.
Different Times Of The Day Attract Different Audiences
Some people work 9am-5pm, some do not. Some have kids who they do the school pick up and drop off with. Some head to the gym straight from work. Choosing the right time and hence program to advertise in can be a little trickier than selecting the station. However, there are some things to consider about your current radio advertising. Radio is a high frequency medium, which means that people should hear your ads more than once. So, consider advertising at the different times when the majority of your audience will be listening in to their preferred station/s. This is why the morning and afternoon drive programs are so popular, due to the number of people commuting to and from work. It could also be that the stay at home mum with kids who are up early for school is listening in at this time too. Don’t advertise at just one time unless you know that your audience is only listening then; reach them at all the opportunities you can, which may mean a number of different programs at a number of different times.
And there you have it, these are the two most important factors to measure and watch constantly, to know you are reaching your relevant radio audience. Keep up to date with the latest surveys across the Australian metropolitan areas so you can see which demographic groups are engaging with which radio stations, before making a decision about the programs and timeslots you would like to advertise in.