August 22, 2012 marks the 100th anniversary of the first radio commercial. We have learned a lot since then about how to create compelling ads and effective schedules. Some things we have learned about radio advertising, however, are no longer relevant or just plain wrong.
Here are 5 things you may know about radio advertising that just ain't so:
- Morning drivetime is the best time to advertise because that's when the most people listen. Not so! According to research by Arbitron, the radio ratings company, 10:00am-3:00pm is when the most people are listening to radio. This is followed by 3:00pm-7:00pm. Morning drivetime, 6:00am-10:00am, is actually third.
- With all of the new technology, fewer people are listening to the radio. Not so! Way back in 2002, 93% of people used radio each week. Flash forward to 2012, 93% of people still use the radio. How can this be? In 2002, people spent 7 hours per day listening to the radio, watching TV, and using the internet. Today, people spend 8.25 hours per day using radio, TV, and the internet. So, people aren't choosing between radio and new technology, they are just making more time in their day for all media. (Source: Edison Research and Arbitron, 2012).
- To be effective, a commercial has to be heard 3 times. Not so! The three-time theory dates back to 1870 when scientist Hermann Ebbinghaus conducted studies to determine how many times test subjects had to repeat a series of nonsense syllable to become memorized. The result: 3. Ebbinghaus's work was the basis of a study on advertising effectiveness by Herbert Krugman at Westinghouse in the 1950s. His findings: 3. However, Krugman would later renounce the use of his findings saying, "There is a myth in the advertising world that [people] will forget your message if you don't repeat your advertising often enough. It is this myth that supports many large advertising expenditures." According to Erwin Ephron, the man considered to be the father or modern media planning, "Today serious students of advertising understand there is no formula answer to the effective frequency question. They believe most exposures are reminders so a single exposure, if relevant, can make the sale.”
- People change the radio station when the commercials come on. Not so! Actually, findings by Arbitron, Coleman Research and Media Monitors reveal, on average, 93% of listeners stay with a station during the entire length of the commercial break. This study was the subject on one our previous blog posts, "No Button Pushing". Click here to read post.
- No one listens to the radio at night. Not so! According to Arbitron, 60% of people listen to radio between 7:00pm and midnight. Additionally, 25% of people listen to radio between midnight and 6:00am.
Making sound and profitable solutions about advertising begins with knowing what you know may not be so.
Let the creative geniuses and marketing experts at Portland Radio Group create a free radio commercial for you. Hear for yourself how compelling your business can sound on the radio. To start the process, click here.