Radio Advertising

Radio Advertising

There isn’t a home, car or workplace without the comforting sounds of FM or DAB. It’s been with us in good and bad times a like. Through tragedy, triumph and transition.

Radio is a part of our lives, our habits, our daily routines.

That’s why advertisers everywhere use radio to carry their messages to their customers with confidence.

Ad avoidance for radio is the lowest out of all mediums, making it a stand out choice for those looking to cut through the noise to reach their customers effectively. And, radio has always had the contextual edge, being consumed in and around other activities and habits. Research conducted by Differentology, brands like McDonalds, Heinz and Deliveroo saw a sales uplift of 51% when they focused on targeted their customers when they were engaged in relevant activities. Meaning radio is great choice for growth minded marketers.

Speaking technically, radio is a reach medium with universal appeal, targeting an attentive and captive audience. Listeners have a strong emotional connection with their chosen station, which reflects positively on radio advertising. It provides information as it reaches consumers closest to their time of purchase, as they drive to or from work, or even during a lunch break.

Radio advertising has inherent persuasive strengths which subconsciously build trust, purchase intent, and personal cues. Radio is also a highly effective medium with a strong ROI. Naturally the effectiveness of advertising varies by the creativity and relevancy of ads, and radio is no exception.

Relevant emotional and creative radio ads help consumer to process brand-related information in a creative, cost effective approach. Add strategic planning and targeting to the mix and you’ve got a highly efficient campaign.

All our spot airtime campaigns are designed to effectively target relevant geographies and demographics of listeners at key touchpoints during the day. Careful planning allows you to create a theme and style for the customer, avoiding ad fatigue!

For more on the effectiveness of radio advertising, you can read our full guide here.

Why Radio

Radio allows advertisers to speak to listeners at key activity moments across the day whether at home, at work or one the move. Brands, on average, get nearly £8 back for every £1 they spend on radio and in many sectors, radio offers the best ROI of any media. This makes radio the medium with the second-highest return on investment outperforming press outdoor and online.

1. Radio offers efficient targeting

Radio targets audiences efficiently because different stations attract different listeners – XS Manchester listeners are worlds apart from Smooth Radio listeners etc. This allows advertisers to talk selectively to the groups they are most interested in. Added to this is radio’s regional/local structure, which means that brands can focus their activity very effectively onto key market areas.

2. Radio reaches people at relevant times and places

Most radio listeners are engaged in another activity, and this means that advertisers can reach listeners at key “touchpoints” during the day – when they are on the school run, at work, before going out of an evening, and so on. Research shows that advertising which is relevant to what the listener is currently doing is likely to be more effective.

3. Radio reaches out in an ad avoidance world

Research shows that radio, together with cinema, has the lowest level of advertising avoidance. People rarely switch stations and are therefore available to listen to any message that is relevant, creative, intriguing etc. This is a great opportunity for advertisers who want to reach out to new customers, or to tell existing customers something they didn’t know.

4. Radio has a “multiplier effect” on other media

The original Millward Brown Awareness Multiplier Study showed how radio multiplies the effect of TV and since then the finding has been re-echoed when looking at radio alongside other channels. Radio’s multiplier effect seems to originate in the fact that it is an audio-only medium, and therefore stimulates a different part of the brain.

5. Radio creates a large “share of mind” for a brand

In the same way that the music industry uses radio to gain airplay of their artists and create chart hits, radio also creates a sense of ubiquity for brands. This is for two main reasons – firstly, because radio ads are on frequently and secondly because listeners tend to spend so long listening (on average 13 hours per week). A brand which is big in radio can create a disproportionately large share of mind for itself.

6. Radio drives response, especially online

Radio has always been a strong “call-to-action” medium, and this is even more true in a world where consumers access brands via the internet. The RAB’s Radio: The Online Multiplier study found that radio can drive brand browsing (direct to a brand’s website or searching for a specific brand in a search engine) by over 52%.

7. Radio is “a friend”

Listeners use radio for emotional reasons – to keep their spirits up, to stop themselves from feeling bored in a car or while doing daily chores. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser to appear in.

The majority of people are listening to radio on their own and they will have their own personal experience of the output which is not shared with other people. Radio presenters actively cultivate this relationship so that listeners feel they are being spoke to on a one-to-one basis. This makes for a more powerful advertising opportunity as when, for example, a radio presenter talks about “our friends at Company X”, the listener is hearing about a friend of a friend – and this has a strong effect on bringing a brand closer.


All our spot airtime campaigns are designed to effectively target relevant geographies and demographics at key times of the day. Careful planning allows you to create a theme and style for your customer, avoiding ad fatigue!


Promotions help your brand become an integral part of our station’s programming as ‘branded content’. Our fun mechanics will engage listeners to take part, enjoy the on air execution, leaving them feeling more engaged with your brand. At each of our stations we have lots of promotional options and ideas to suit your needs and budget.


Sponsorships allow you to own flagship opportunities such as Traffic & Travel reports, Weather Updates or being the official Afternoon Partner. These daily or weekly opportunities allow customers to build share of mind and we all know that share of mind equals share of the market.

How It Works

At Communicorp UK, we make it simple for you to advertise on radio.

Your account manager will have an initial chat with you to discuss your basic requirements and needs for your business. This will really help us to get to know you and what you are trying to achieve.


Tell us what you want, simple as that! What is your overall objective? Who do you want to talk to? What do you want them to do? Why should they do this? All of this helps us form the perfect brief for your campaign.


Your brief will be answered by some of the best creative talent the radio industry has to offer. Once the campaign goes live wait, anticipate and be excited by the results!

Contact an Account Manager

Get in touch

If you would like to know how Communicorp UK could help your business or you are keen to hear more about career opportunities, please drop us a line.