The Power of Radio
Some Studies That Will Convince You of the Importance of the Radio Air
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In mid-November, bTV Radio Group presented aggregate data from the latest surveys of a number of renowned pipeline and communications agencies, once again confirming the power of radio. According to a Market Links survey, with just five radios in its portfolio - N-JOY, bTV Radio, Jazz FM, Classic FM and Z-Rock, bTV Radio Group reaches nearly 45% of radio listeners ages 18-54 on the national air. This achievement puts the radio group among the most successful players on the market, in an environment where more than 30 radio stations broadcast in Sofia alone.
Radio consumption in Bulgaria remains with high in popularity, with 89.8% of the Bulgarian population between the ages of 18 and 69 listening to radio every month, according to GARB data for the first half of 2019. That way, radio is established as one of the main channels through which Bulgarians are informed, entertained and relaxed. Surprisingly, out of these 90%, the highest listening rate turns out to be at the home – 2,252,500 people listen to radio at home every day. Nearly half of them (48.8%) are people of active age (25-45 years old in cities). Second in terms of listening rate is the car, with over 2 million people listening to the radio in their cars every day. More than 67% of active-age respondents (25-54 years old) say they listen to radio while commuting in public transport.
This reinforces the claim that radio is the most accessible out-of-home media. Radio is with people at all times when they are not in front of the screen. As a medium often combined with daily activities, radio provides an easy, convenient and effective way for advertisers to promote their brands, services and products. The effectiveness of radio advertising can also be found in the fact that radio remains the only media that does not require immediate user activity. The passive consumption of the surrounding messages, combined with live moderation and musical performances, makes the radio one of the most effective advertising channels. The creative intertwining of music, voices, live moderation and sounds, as well as repeated repetitions on the air, help the messages of every advertiser reach at any time and in any place and undoubtedly increase the brand recognition and promotion.
Studies by Dentsu Aegis Bulgaria and BACA also indicate that radio generates 30% higher levels of positive customer engagement with brands than other advertising channels. Since oral narration and music are two of the most ancient forms of human communication, the connection that a person has with radio is initially strong. Studies have also found that radio enhances people's daily activities, moods and emotions.
Radio is the most accessible medium not only for consumers but also for advertisers. This is the channel with the highest cost-effectiveness as it offers a higher return on investment than other advertising channels. An international renown from the Radio Advertising Bureau, part of RadioCenter UK, shows that allocating a higher share of the media budget to radio can significantly improve the return on overall media investment. At present, only 6% of the total advertising budget is invested in radio, but this study shows that if budgets are redistributed so that a 20% share of the total advertising budget is allocated to the radio - without its final value increasing - the ultimate return on campaign investment increases by over 8%.
If you would like to learn more about radio, contact the bTV Radio Group team.
Contacts:
bTV Radio Group
Sales department
Sofia 1463
Bulgaria sq. No. 1
National Palace of Culture, 11th floor
Тel. (+359) 2 8039 090
e-mail: [email protected]
