Radio is a tricky business by today’s standards. As it slowly declined and found its niche in people’s cars, so did its time of use. Where radio was once a big man on campus, it’s main use has become reduced to a few hours a day…if that.
With smartphone users commuting back and forth to work, the use of this medium has dwindled even more so. With various music outlets at the touch of a finger, listeners have more control over what they want to hear vs what another company paid to have you listen to. If you want to place an ad on radio, your best chances of reaching a larger audience are between rush hour times (6-10am and 6:30-9:30 pm).
Having those times narrowed down also means you pay more to have your ad played in a specific time slot. Even then, your outlook might not be so positive. If you’re banking on radio ads to promote your company, stop. Radio ads can work…if this were still 1970, but the positive outcomes are far and few between.
There is still a way to become successful with your radio campaign. The company we took a look at spent (XYZ dollars) on radio. Going through their process, they started out spending more money having multiple ads spanning various times of the day. Once they established themselves for a month, they cut their ad spend and focussed less ads at rush hour. They saved themselves some money by purchasing less advertisements in focused time spots.
By using C3 Metrics Data, we found that this company was spending the bulk of its pay on Radio.
After taking a look at the return, we found that we could cut that ad spend by half. The company spent $305,268 dollars and after cutting that spend in half, we received a total of $152,634 that this company could save. This comes out to $1,831,608 dollars saved annually.
Instead of holding onto that money, we took a look at another avenue to spend it.
Youtube is one of the largest media outlets for digital advertising. It’s use far extends the reach of Radio in terms of potential reach. After taking a look at the money they spent vs how much was contributed, we found the sweet spot to spend that money.
By putting that money towards Youtube, the effectiveness of their ad reach and purchases increased by 31% and drove more revenue for this client.