Research into Spot Advertising and Scripting - Radio!

47 million (90%) of adults listen to radio every week for an average of 22 hours. This goes to show that this media platform is still massively influential, and so advertising here is a good idea! In fact, radio is the most consumed medium after TV, due to its easy accessibility and because it is free.

How do people listen to radio? 

• It is an 'auxiliary medium' meaning that listeners will listen whilst doing other things. 
• Creates a challenge - to gain the listeners attention whilst they are going about their daily lives. 
• Radio is therefore much less likely to be skipped over or avoided - people can't be bothered to change stations. 
• People listen to the radio individually more often than not - therefore a key aspect of radio and radio advertising is learning to speak to the individual rather than an audience. 
• Radio is trusted and people are loyal to their radio stations. (average listener 2.4 stations per week.)
• In advertising, creativity is key as listeners do tend to zone in and out.

KEY THINGS TO CONSIDER IN SPOT ADVERTISING

1. Who do I want to talk to and where?

2. Are there specific times when I should be speaking to my consumer? 
Don't just think it terms of numbers of people listening, but in terms of modes and mindsets. (times of day people are most likely to notice ads.) 

3. What length should each spot be? 
How long does it need to be to get my message across as impactfully as possible? Usually 30 - 40 seconds. 

4. How long does my radio campaign need to be? 
Usually a 4 weeks period. All about achieving maximum awareness, so is subject to change. 

source: www.rab.co.uk 

This final piece of research gives some advice for when we come to write our radio script! 

http://www.bsideradio.org/?page_id=25