Consumers seem to be constantly online, so many advertisers are jumping on marketing trends in the digital world. While digital marketing is an effective strategy, traditional advertising tactics (especially radio) can still net sound results.
In recent years, radio advertising has proven to be three times more effective than TV commercials. Public radio garners even more recognition, and it boasts one of the hottest marketing trends: podcasting! But why is public radio so irresistible to listeners, and what kinds of sponsored messages do they appreciate the most? Let’s explore.
Why Public Radio Hits Home
AM/FM radio draws in millions of listeners each day, but the structure of public radio naturally creates a more engaged audience. Public radio's main goal is to relay information, including news on current events, and listeners have come to expect accurate and unbiased reports.
Of course, that doesn't mean that people only rely on public radio for informational purposes. Listeners also use public radio for entertainment during their work commutes or while they're doing chores around the house. The creative storytelling used on public radio offers a unique experience that's hard to replicate on other platforms.
People of all ages and walks of life enjoy public radio. It's particularly popular for middle-aged listeners, but even young adults are getting in on the action. Public radio also appeals equally to both male and female listeners. Its wide reach allows virtually any brand to have a successful public radio campaign.
Because of the FCC's sponsorship guidelines, listeners know that sponsors will never try to promote misleading claims or push long ads. Public radio listeners recognize that brands who sponsor their favorite station likely share their values.
The proof is in published studies: 75% of customers are more inclined to buy products from brands that sponsor public radio. And listeners have a lot of purchasing power, with many of them making an average of $91,500 per year.
Using Podcast Ads to Build Your Brand Image
Podcasting’s reach is wider than ever and has grown immensely over the last two years as listeners adjusted to new routines. According to Infinite Dial 2022 research:
- 62% of listeners age 12+ in the U.S. (an estimated 177 million people) have ever listened to a podcast - up from 57% last year!
- 38% listened to a podcast in the last month
- 26% listened to a podcast in the last week
- 50% of respondents age 12-34 are monthly podcast listeners
- Weekly U.S. podcast listeners average 8 podcast episodes per week
Sponsoring public radio stations and their associated podcasts also translates into proven ROI. In one two-year study, the average podcast campaign earned $2.42 back for every $1 spent. Not quite sure where to begin? A public media partner can help you find podcasts and radio stations that your target audience already loves, boosting your ROI even more.
When Your Message Is Heard, More Sales Are Made
Public radio cuts out a lot of the fluff heard on AM/FM radio, ensuring that your brand's message hits home. Keep in mind that public radio listeners are accustomed to the clutter-free environment of this platform – in fact, they prefer it. A short, sweet message is more memorable and leaves a better impression on your target. Your ROI will reflect this, with an average of 82% of listeners taking action after hearing a sponsor message.
How to Create an Effective Advertising Campaign on Public Radio
Public media is proven to have broad reach and an impressive level of trust from its listeners. Still, in order for your campaign to be successful, your message must be tailor-made for your unique audience. Avoid getting overly emotional or salesy. Simply present the facts and information that your audience needs to know. Also, remember that concise messages are preferred by public media listeners.
Finally, every advertiser can benefit from a trusted media partner to oversee advertising campaigns. With their expertise, you'll be able to create a unique message that resonates with your audience and attracts more leads.