Maine small business owners are surprised to learn that morning drive time is not the time of day when the most people listen to Portland radio. Actually, according to the Small Business Guide To Effective Radio Advertising, more people listen during the midday and afternoon hours, than during morning drive time. Even more surprising, 80% of prime time radio listeners also listen at night and on weekends, when ad costs are less expensive.
So, when is the best time of day for a Maine small business owner to place its ads. The ultimate answer is derived from two factors: budget and marketing objective.
Budget: If your business has a modest marketing budget, then you should look to use non-prime times of the day including night-times, overnights, and weekends. By using these times of day correctly, your campaign can be heard by 80% of prime time listeners for about 30% of the cost.
Marketing Objective: An individual listener tends to tune-in to the radio at the same time every day each day. So, if your campaign objective is branding and you want to expose the same people repeatedly with your message, then you should limit your commercial placement to 1-2 times of day. If your campaign objective is promotion and you want to reach as many target listeners as possible, then you should expand your commercial placement to include as many different times of day as your budget will allow.
Radio After Dark...What You Need To Know About Advertising At Night
As Mark Twain said, "There are many things we know that just ain't so." It is a widely held belief that the Great Wall of China Is the only man-made object that can be seen from the moon. Well, that's just not true.
This myth was born in 1932 in a "Ripley's Believe It or Not" cartoon that proclaimed the wall to be "the mightiest work of man, the only one that would be visible to the human eye from the moon." Neil Armstrong, who would walk on the moon 67 years later says he could only see continents, oceans, lakes, and splotches of white on blue. Armstrong says he could not make out any man-made objects on earth, 230,000 miles away. As a matter of fact, according to Scientific American, not only can't it been seen from the moon, it really can't be seen from low earth orbit either.
Here's another thing we know that ain't so: Nobody listens to Portland Maine Radio at night. The origins of this legend are not quite as clear, but the facts are certain. Almost 40% of everyone living in Southern Maine listens to Portland radio at night and it's a great time for small business owners to advertise.
The cost of radio advertising is driven, in part, by supply-and-demand. Because of the persistent but misguided belief that nobody listens to the radio at night, the price of advertising during this time can be as little as 30% of a station's 6am-7pm rate. Additionally, according to Nielsen, a large percentage of adults in the Portland Maine area who listen to radio between 6am and 7pm also listen between 7pm and 12m. That means that a budget-minded small business owner can reach 56.1% of the "prime time" audience for one-quarter of the price.