Radio’s Complementary!

Radio continues to be a reach monster, even with the ever-widening array of media options available. Regardless of age, gender, or ethnicity, Radio generally reaches more than nine out of ten people on a weekly basis.

Time and again, it’s been proven that multi-media advertising campaigns are more effective than single-media campaigns. It makes perfect sense, because most people are exposed to multiple forms of media throughout the course of their week. Check out the chart below. Of New York metro Adults 18+ who use various other media, about 90% also listen to Radio.

If a portion of an ad campaign’s budget is allocated to Radio, it strengthens the effectiveness of the message. Let’s look at a few specific examples.

Radio & TV

iHeartMedia conducted a massive study to determine how reallocating a portion of a TV ad campaign budget to Radio would impact the effectiveness of the campaign. They chose two fast-food companies, two financial companies, two automotive companies, and one retail company. The companies reallocated 15% of their TV budget to Radio.

The results were amazing. Adding Radio to the campaign increased the overall reach from 8% to 20%, and increased receptivity from 20% to 84%!

Radio & Newspaper/Magazines

Radio is theater of the mind. Usually this is an asset, allowing the listener to see what they imagine. But sometimes, when a company is trying to sell a particular product or service, they might want their prospective consumer to see exactly what it looks like. In this way, radio and print make a great pairing – sound plus sight.

Radio can also be used to spark a listener’s interest and direct them to a print ad for more information. Radio has the advantage of only airing one commercial at a time, so the listener is sure to hear it, while a print ad can provide much more detail than is reasonable for a radio ad.

Frequency is another strength of Radio. Due to Radio’s affordability, an ad can run multiple times on the radio each day, making it more likely that someone will stop and read a print ad when they recognize the company, product, or service from the Radio.

Radio & Internet

Radio is great at making an emotional connection with listeners. This pairs well with the internet, which is a more factual medium. Also, as with print ads, a radio ad can drive listeners to the internet for more detailed information.

Harris Interactive conducted a study in which two exposures to an internet ad were compared to one exposure each to an internet ad and a radio ad. They then measured brand recall and found striking results. Among Adults 18-54, unaided recall grew from 6% to 27% and aided recall grew from 25% to 58%. The study also showed positive results for website visitation, purchase likelihood, and emotional connection.


When combined with any other medium, Radio always has one overlying strength – its portability. More than two-thirds (68%) of New York metro Adult 18+ Radio listening occurs away from home (Nielsen Audio, Jun16-Nov16, Mon-Sun 6A-12Mid). That means that your potential consumers are closer to the point of purchase and a Radio ad has a great chance of reaching them when they are making a decision about what to do or buy.

Radio’s ROI and affordability endures. Make sure to include it in your marketing mix!