The Secrets of Radio Advertising
Now that President Trump is soon to occupy the White House, one thing is for sure. Business is going to begin to boom again!
“It pays to boil down your strategy to one simple promise and go the whole hog in delivering that promise.” David Oglivy
Sean Pearce
My name is Sean Pearce and I have been in and around radio since my days selling talk radio advertising in the San Francisco Bay Area in the ‘80s! I was a professional musician so I was always interested in radio but it was my love for talk radio that shaped my opinions and buying decisions of those days. I remember the powerhouse announcers of these days, Ron Owens, Dr. Bill Wattenburg and so many more great radio hosts and dj’s! Each one of us (above the age of 40) can remember the power of radio broadcasts from our youth! Which ones do you remember?
People may think that the “Golden Age of Radio” was in the 30’s and 40’s, but actually, according to current statistics, the Golden Age of Radio is right now! There are more people listening to radio in all its formats (broadcast/podcast/livestream) than there ever was during the Golden Age of Radio of the past! At the start of the 1930s, 12 million American households owned a radio, and by 1939 this total had exploded to more than 28 million. Today, 88% of Americans are reached weekly with radio! [USA population is 334.9 million as of 2023].
Do you know why you should be advertising on the radio today? Because when you’re advertising online in almost any format, your ad is COMPETING against your competitors at the worst or at best just in a crowded field of ads to click on! Right? The companies of today that are smart enough to expand their reach through the medium of radio in all its formats will be the companies prospering tomorrow! With radio, the listener hears ONE thing at a time. Do you ever find yourself distracted when viewing ads online?? Hmm?
With 1/3 of Americans 18 to 78 listening to radio in all its formats each month there are plenty of ears to hear your message!
The Secret Of Writing A Great Radio Ad
When to Air Your Ad
When is the best time to run your ad? If you have the money you can use the “run of the radio network” style of ordering. Your ads will be aired throughout the 24 hour time clock. You are not McDonald’s with an ad budget of nations, so a better use of your ad dollars might be starting with the afternoon ride on news talk radio shows. Use this tip when ordering your media plan: The best time slot for gold dealers is typically 3PM to 7PM known as the afternoon ride.
What is happening for most people during this time? At this time most folks are thinking about their evening and the tasks that they need to do. Some hubby or boyfriend just needs a little prodding to take action to get to your store which can save him from the dog house. I say, be a part of that planning! Run most of your ad spend in that time slot and you will see a huge difference in your ad responses. Talk radio generates “active listeners.” So when your ad airs during this time frame, you stand the best chance of immediate action! That is what most sane retailers would want – a direct response ad.
Plan to run more than one ad spot during the same campaign. Have an ad aimed toward men and then another one for the ladies. You don’t want to tire or bore your target customers with the same ad over and over… If you have the ad budget for another section of air time then run your ads in the day part section of the time clock (10AM to 3PM). Have the station or your ad agent make more than one commercial for each time you run your ads on radio! Call us for a media plan on ANY station or program in America or Canada! We will talk about your style of ad and then send you the media plan with ad rates for the radio station(s) and shows to run your ad on.
Give us a call when you get a moment and we can find out what your ad spend would be. Ready for some REAL ROI? Call 800-208-7154.
TOP TALK AUDIENCES
TALKERS Estimetrix
Most-Listened-To Radio Talk Show Hosts in America
- Sean Hannity (Premiere Networks) 16.25 million
- Dave Ramsey (Ramsay Solutions) 13.25 million
- Clay Travis & Buck Sexton (Premiere Networks) 9.75 million
- Glenn Beck (Premiere Networks) 8.75 million
- Dan Bongino (Westwood One) 8.5 million
- Mark Levin (Premiere Networks) 8.25 million
- Dana Loesch (Radio America) 8 million
- George Noory (Premiere Networks) 7.75 million
- Ben Shapiro (Westwood One) 7.5 million
- Mike Gallagher (Salem Radio Network) 6.75 million
- Hugh Hewitt (Salem Radio Network) 6.5 million
- Thom Hartmann (WYD Media) 6 million
- Brian Kilmeade (Fox News Radio) 5.5 million
- Michael Berry (Independent) 5.25 million
- Joe ‘Pags’ Pagliarulo (Compass Media Networks) 5 million
- Rich Valdez (Westwood One) 4.75 million
- Lee Habeeb (Premiere Networks) 4.5 million
- Lars Larson (Compass Media Networks) 4.25 million
- Chad Benson (Radio America) 4 million
- Charlie Kirk (Salem Radio Network) 3.75 million
- Jimmy Failla (Fox News Radio) 3.5 million
- Howie Carr (Howie Carr Radio Network) 3.25 million
- Doug Stephan (Stephan Multimedia) 3 million
- Dennis Prager (Salem Radio Network) 2.75 million
- Erick Erickson (Compass Media Networks) 2.5 million
- Kim Komando (Independent) 2.25 million
- Jesse Kelly (Premiere Networks) 2 million
- Chris Plante (Westwood One) 1.75 million
- Guy Benson (Fox News Radio) 1.5 million
- Todd Starnes (Independent) 1 million
The origins of our companies’ strength go back to the early 90’s when my mentor, radio talk show host, Roger Fredinburg, started Ho Hum Media, Inc. (whose website, HoHumProductions.com, I continue to manage). Rogers’ story was a great one!
Roger Fredinburg
As the daytime sales Manager, Roger was inundated with advertisers, and all were seeking other media options. Ho Hum Media was born of a desire to help existing advertisers excel beyond the TRN and CBC brands, So Ho Hum Media was established in 1993, when Roger’s Syndicated radio show was on 200 stations and about one year into syndication. Ho Hum Productions became a media buying service for Roger’s advertisers who wanted to expand their reach affordably through Roger’s many friends and contacts in the radio business.
Through the years, Roger kept helping companies (who were new to radio advertising) learn the ropes! Gold companies, storable food, retail, professional services, politics and so many more were helped by Roger’s ability to focus on what matters for the people who are hearing the advertisements, that is, what motivated them to buy, to stop what they were doing and look up their info!
Today, we have made that “The Sticking Point” at Syrup Advertising, to get to what matters most for YOUR clients and customers!
When your advertisement is emotionally connecting to your right target audience, it’s a “done deal!” Two criteria that you can’t forget:
- Nobody cares about you until you connect to them emotionally.
- Have your ad be heard by the right people/audience over and over again. These are some of our great strong suits – finding the right station and/or programs for your client/customers! We will!
What makes radio so powerful is that people are actively listening to the broadcast! That active listening carries over to the ad itself because folks will be more inclined to take action quickly from them being in an active listening state. Once your ad has connected to the listener emotionally, then they will go to great lengths to take action with your ad!
Advertising in the gold/jewelry and precious metal industries takes a smart approach to break into and then dominate a radio market. We have many years of personal experience in handling companies that are growing their reach and messaging to the world through radio! When you call us, you will talk to a real person, Monday through Friday, 6 am to 6 pm (PST). Now, when I was a young man in business, what I just said were the hours of operation only. Nowadays it is a real benefit to most people! Because people want to talk to someone in person! We will answer, try us… 800-208-7154.
Click below to listen to gold dealer demos.
Gold Christmas Ad
Gold Dealer Ad
Highlights of radio listening statistics:
- More Americans listen to the radio than use Facebook each week.
- 55% of Gen Z in the U.S. listen to AM/FM radio every day.
- Adults listen to 104 minutes of radio per day, 12.2 hours per week.
- Radio industry sees growth through smart speakers and online listening.
- 100 million Americans own a smart speaker.
- Radio holds the highest share of collective trust across all advertising channels.
- 77% of listeners would try a brand or product endorsed by their favorite radio personality.
- It takes 2.4 days on average for audio ad listeners to take an action.
- Global radio ad spend is a $36.1 billion a year market.
- Average cost of a radio ad in the largest U.S. cities is $513.40.
- 47% of listeners believe radio ads are a fair trade for their listening time.
If you are ready to know what your advertising costs would be for any radio program call us at: 800-208-7154
Top 10 Reasons Why Radio Advertising is Still Reliable in the USA Today
- Massive Reach and Local Impact
Radio still reaches millions of listeners every day. Recent data clearly indicates that more than 90% of Americans tune in to the radio each week. Local stations provide targeted exposure to regional audiences, allowing businesses to connect with consumers in a personal way. - Affordable Advertising
Radio ads are often more affordable than TV and digital ads, making radio the perfect choice for small to mid-sized businesses with limited budgets. Advertisers can get more airtime and reach a large audience without breaking the bank. - Mobile Accessibility
With the growing popularity of mobile apps like Spotify, Apple Music, and TuneIn, radio content is available on-demand and accessible wherever consumers go. Whether in the car, at work, or on the go, radio ads reach people through multiple avenues, even more than traditional broadcast radio. - Specific Audience Targeting
Radio stations have detailed listener data that allows advertisers to target specific demographics based on age, gender, location, and interests. Whether you’re advertising to millennials or baby boomers, there’s a station that matches your audience. - Strong Listener Loyalty
Radio stimulates deep connections between listeners and their favorite stations or personalities. This loyalty creates a receptive audience for ads. Many people listen to the same station every day, so advertisers have consistent opportunities for brand exposure. - Compatible with Other Advertising Mediums
Radio pairs perfectly with digital and print campaigns. For instance, a radio ad can boost awareness for an upcoming event while other media provide details. - Engaging Your Audience with Personality-Packed Content
Radio hosts and DJs have a unique ability to engage with listeners. This creates a personal connection between the host, the listener, and the advertisements they present. When a host reads or mentions an ad, it often comes across as more natural and integrated into the show. - The Shift to Digital Integration
Radio stations are increasingly embracing streaming and podcasts to broaden their audience reach. These digital platforms not only attract new listeners but also enable more precise, measurable, and interactive advertising opportunities, boosting the overall impact of radio campaigns. - Great for Local Awareness and Events
Radio ads are perfect for spreading the word about local businesses, events, and promotions. They provide quick exposure and help build excitement for things like sales, openings, or concerts needing immediate community attention. - Trusted and Credible
Radio is a reliable source of news, music, and entertainment, making its ads more trustworthy. Listeners often see radio ads as more credible than easily ignored digital ads.
Conclusion
Radio Still Matters. Despite digital media’s growth, radio remains a powerful advertising tool. Its wide reach, targeted audience options, and cost-effective impact make it essential for connecting with diverse audiences across the USA.