“For every EURO you invest, you can get 8, 10, 20 euro BACK”
“On average radio advertisers get their money back 7.7 times over”
“Reallocating ad budgets to radio gives significantly higher returns”
“It is coverage rather than frequency which boosts radio ROI”
“Radio accounts for 25% of all daily media consumption”
“Radio enhances other media campaigns”
“Advertisers achieve very high levels of “share of mind””
“Radio speaks to listeners at key activity moments across the day”
“Radio offers the best results in terms of ad avoidance”
Want to know more..? Read on…
WHY SHOULD YOU ADVERTISE ON RADIO?
If you’re going to advertise (and you should), it makes sense to spend your advertising money where you get the most results…Radio! Here’s 10 reasons why radio is your best choice.
- RADIO SELLS WITH IMMEDIACY
Research proves that radio regularly reaches consumers within two hours of their largest purchase of the day. Can there be a better time to reach customers than on their car radio while they are driving to do today’s shopping?
- RADIO SELLS EVERYWHERE
Radio is the only true mobile medium. In the car, at work, and at play, radio is there…the companion and the advertising force your customers take with them wherever they go.
- RADIO SELLS WITH INTIMACY
In your personal life, when you have something very important to communicate to someone, which would you prefer – to show them a picture, to write to them, or to talk with the intimacy and emotion of the human voice? Radio sells with intimacy.
- RADIO STARS IN THE THEATRE OF THE MIND
Want a 100-piece symphony orchestra in your ad, an elephant, a chorus, a laughing child, a love song? With word pictures and emotion-evoking sounds, radio’s theatre of the mind stimulates the most emotion-filled pictures the mind can comprehend.
- RADIO ESCAPES ADVERTISING’S CLUTTER
Today’s newspapers average 2/3 ad copy to 1/3 editorial copy. TV spends about 1/3 of its time on advertising. Today’s radio, at about 10 minutes of advertising per hour (or less), devotes less than 1/5 of its time to adverts. Radio is the uncluttered medium.
- RADIO IS THE COST EFFECTIVE MEDIUM
Newspaper rates are up (even though circulation is down). TV ad rates are up (even though viewership is down). Radio advertising costs grew less than any other major form of advertising.
- REACH IS NICE, BUT FREQUENCY SELLS
Newspaper and TV are reach media – they reach varying numbers of people. Psychologists say that customers need to be exposed to any advertising message at least three times before it begins to penetrate. Most local businesses cannot afford the necessary three-times-plus frequency that effective advertising demands – except on radio. Radio is the reach and frequency medium you can afford.
- RADIO’S TARGETED ADVERTISING SELLS
Radio’s variety of formats allows you to pinpoint your advertising on the station or stations that best match your customer’s interests. You cannot pinpoint advertising in the broad-reach, scattershot newspaper and TV media forms. Radio’s unique targeting ability saves you money.
- YOU’RE ALWAYS ON THE FRONT PAGE WITH RADIO
With radio advertising you are front and centre in the listener’s attention span when your advert is on the air. You’re never buried on page 42 and you’re never surrounded by your competitor’s ads. With radio, you’re always on the front page.
- RADIO IS AN ACTIVE MEDIUM IN AN ACTIVE SOCIETY
Passive forms of advertising simply list merchandise or tell you where a product is available. Radio is an active medium capable of stirring emotion, creating demand, and selling your product or service. Today’s hotly competitive marketplace demands an active medium. That’s radio!
WHY SHOULD YOU ADVERTISE ON TKO?
By way of some background if you are new to the area, TKO launched on March 1st 2004 and immediately achieved a remarkable level of popularity with the growing number of English speaking residents on the Costa Blanca. Over the past 10 years, TKO has consistently remained at the top of listener’s choices, even allowing for a number of other radio stations in the area. As the demographic has changed, so the TKO style has adapted accordingly to reflect this change. I would now accurately describe the music output of TKO as Classic Hits from the last 60 years combined with the best of the UK Top 40 that you would expect to hear on the popular BBC Radio 2. It’s the genre, style of music and presentation that appeals to the overwhelming majority of the people that make listening to radio a significant part of their day both in the home and in the car. TKO has become an integral part of expatriate life on the Costa Blanca for listeners recently moved to Spain, together with those who have been living in the area for a while. They tune in not only to hear music they know and love but to gain information and advice too. TKO is a lifeline and a friend to many, which is why we actively encourage interaction throughout the day with the popular competitions and fun features. Just listening to those shows for a short time you’ll quickly realise that many, many people are taking part…and that means they are listening! They’re potentially listening to your radio advert too! TKO is also used as a local station for many in other parts of the world that have family or friends in Spain, so TKO really is a local radio with a truly international reach and appeal.
TKO is very proud of the radio service they offer to both the local community and beyond via the internet. The presenters and staff are ALL local people who know the area, know their listeners and more importantly, are professional in their work both in front of the microphone and behind the scenes. Many of the TKO line-up has been with the station for a number of years and just look at the experience and broadcasting background of many of them. I’m delighted to be working with professionals that have genuinely worked for the BBC, IRN and Global Radio at the highest level alongside time served people that have learned their craft in local ex-pat radio and become some of the most popular in the area.
I’m not going to criticise, knock or put down the many other local radio stations that serve the Costa Blanca, but what I am doing is showing what makes us different and more attractive. I believe that TKO has the correct balance between music, chat, information and advertising. During the LIVE schedule between 0700 and 1800 Monday to Friday and between 0900 and 1800 at weekends, TKO has a voice behind a microphone.
There is no non-stop “jukebox” style music. TKO has the policy of approximately 6 minutes of advertising per hour broken down into a maximum of two, 3 minute segments. Too much radio advertising and promotion have proved to be a negative for listeners and business alike. It becomes overkill and literally a turn-off. And as for music policy, TKO don’t target or ignore a specific age group nor try to be the proverbial “all things to all men”!
From the commercial point of view, TKO attracts people with a high disposable income willing to purchase quality products and services. Recent official figures show a significant majority are retired and over 50 years old with settled incomes and pensions. TKO therefore put their listeners within touch of your products and services ensuring there is no wastage from broadcasting out of your catchment area! TKO’s listeners really are your future customers and we know that the overwhelming majority of our listeners fit that above demographic. TKO also has a wide range of advertising packages that fit every possible budget.
If you would like me to arrange a without obligation visit from one of our sales representatives, please contact me either by e-mail or telephone.
I look forward to hearing your advert on TKO very soon!
From The TKO Radio Team