Why do bars advertise on mainstream radio?
Published March 20th, 2006 in GeneralSitting in traffic on my way home from work yesterday I was amazed by the number of bars advertising on the radio. I heard ads for Isaac Butts, Fitzsimons and 21. Of the three advertisements, Fitzsimons was the only bar who had any reason to be on the radio because it was highlighting the fact that they have just opened a roof garden, which will no doubt prove to be a popular feature among the smoking community.
Apart from that though, I was left scratching my head wondering why 21 and Isaac Butts had wasted their money on radio advertisements. My reasoning behind this is simple. When people go out at night in Ireland, their ultimate destination is largely dependent on where the crowd is going. People rarely venture out by themselves unless there is a specific entertainment act in a particular venue.
21 and Isaac Butts would be far better investing their money in creating innovative nights in their establishments, attracting companies to hold events in their venues or through sponsorship activities. 21 have proved to be fairly successful in this respect already having only opened recently, which is what really leaves me scratching my head when I hear their ads…especially because they don’t even mention their address in them. Did someone forget to go to advertising 101?
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Why Advertise On Radio?
If you are contemplating using radio to deliver your advertising message, we’d like to help you make informed decisions. Here are some of the advantages for using this popular medium.
Americans are on the move, they are listening to radio in their cars. Radio is considered the “mobile medium.”
In-Car Listening Facts:
Arbitron is the ratings firm that surveys and analyzes radio usage. A recent national Arbitron sponsored In-Car Study found that 96% of those who have driven or ridden in a car in the past month have used the car radio. More than 80% of 35-64 year olds say they spend most of their time with radio.
Highlights of the Arbitron National In-Car Study
• Americans are in their cars an average of 15 hours per week, up 14% from 1990 to 2000.
• The average commute to work is now 51 minutes round trip.
• 39% say they spend more time in the car now than a year ago.
• The greatest percentage of increase in time-spent-commuting is often in small and medium size markets.
• In-car listening averages 2 hours and 12 minutes weekdays, and 2 hours and five minutes weekends.
• Men spend more time in cars on weekdays. It’s about even between men and women on weekends.
• Since 1999 in-car radio listening has increased.
• 43% say they leave their car radio set to one station.
• Almost all in-car listening is to pre-set stations. People rarely change their pre-sets.
Radio’s audience size continues to grow. Not only with in-car listening, but at the office too.
For the advertiser as well as the listener, radio is everywhere reaching virtually everyone.
Radio works 24/7, 365 days a year. Think about it, how many businesses do you visit where a radio is playing>
A distinctly user-friendly medium, radio gives advertisers the speed, flexibility, and immediacy needed to compete and excel in today’s highly competitive and oft-times cluttered marketplace.
Interesting radio facts:
541,000,000 radios in use.
5.6 radios per household.
Every car comes with a radio as standard equipment.
169,000,000 radios in vehicles.
Have you ever thought about how an automobile is a radio on wheels?
Americans spend more time listening to radio than any other medium 6a - 6p.
Radio gives you the opportunity to effectively target your message to a specific consumer.
Radio is a sound solution as media continues to fragment with increasing cost.
Why use radio to advertise instead of TV?
If you’re a Fortune 500 company, it makes sense to market your products and services on TV. Smaller businesses don’t have the budget to spend on network television advertising. And, though cable television advertising is affordable, your ad reaches a much smaller market.
Radio has always been a “free” medium giving even the smallest stations a broad audience. Whether your business is a small corporation or a one-person-operation, radio advertising offers tremendous reach.
Don’t discount the B2B factor. Radio advertising can help plant the seeds of awareness in potential clients. The vast majority of radio listeners tune in from two places: in the car and at the office.
Contact us for more information about how we can help with your radio commercial needs. Audio Wharf offers script writing, voicing and production services to produce top-notch radio advertising.
The compiled data indicates that at this point in time, projected subscribers to satellite radio should reach 35 million by 2010… Meanwhile, Internet radio streaming is already the source of preference among Americans for supplemental audio entertainment and it will continue its growth as more users are equipped with broadband technology.