Well why not? Radio is the most used medium for getting community information. It is listened to in cars while people are on their way to shop, It’s free unlike XM and (ROI) cost is perhaps the most obvious.
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About Radio Advertising
The advantage radio advertising offers your business stems from its unique combination of high reach, high targetability, and low cost. When combined with the database approaches of traditional direct marketers and broadcast direct-response advertising techniques that drive response and deliver new customers, radio advertising can be – and is for many of our clients – the main engine of growth and profitability for a business.
Radio Advertising Costs
Radio advertising cost is perhaps the most obvious and important of the top three characteristics of radio advertising that makes it a very attractive advertising vehicle. On both creative development and media costs, radio beats TV by a significant margin. Where the most simple and least expensive TV spot ad will easily cost well over $50,000 and take months to produce, you can have a radio spot developed for less than $1,500… in a matter of days or weeks. In terms of media costs, you’ll often pay a minimum of thousands of dollars for TV media placement. However, you can air a radio spot for under $100 at agency discounted rates and you can air a full week’s radio advertising test on multiple stations for as little as $2,500. With TV, you can invest hundreds of thousands of dollars before you know whether a campaign will either take flight or until enough is learned to determine that it won’t work. With radio, the testing happens much faster, so it costs you less in time value of money, as well as up-front and at-risk investment. Factor in TV dubbing costs and the picture only gets better for radio advertising costs.
Written by express Media: http://www.strategicmediainc.com/radio-advertising.php#_ftn1
Radio Advertising Reach
An advertising medium must reach your target customers or it provides no benefit. Radio has a wide-scale appeal to consumers. Even with the alternatives available today, listening patterns appear to be stable, indicating that radio remains a popular consumer choice. The 13,000 radio stations (approximately 8,800 FM, 5,000 AM) broadcasting across the United States together reach over 94% of the US population over 12 years old each week, according to Arbitron’s American Radio Listening Trends report. With radio, there is rarely a question of whether you’ll be able to reach your target customer.
Targetability
The third characteristic of radio that solidifies its advantage to you is its targetability. The fundamental advertising axiom of reaching the right people at the right time with the right message at the right cost is more possible with radio than with TV or print, the other large-scale “push” direct response advertising mediums. As a result, your dollars spent on radio advertising are more efficient, generating a greater return on investment. With the right data, for example, your radio advertising agency can tailor your media plan so your radio ads reach moms between the ages of 34 and 45. The radio industry’s grouping into formats is partially responsible for radio’s ability to target your customer efficiently. Here is a summary of the formats that reach corresponding demographics2 (note that further targeting is possible by sex and other variables beyond age):
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