With more than two-thirds of the world's population watching TV and listening to the radio daily, the effectiveness of these marketing channels is tremendous. When used together, TV and radio complement each other and become the driving force behind your advertising campaign.
While TV and radio ads may seem similar, they reach the target audience at various times. Radio accompanies users when they are "on the go." Meanwhile, TV starts working when viewers are relaxed, undistracted, and susceptible to valuable offers.
Besides traditional radio and TV, OTT (over the top) and CTV videos play a significant role in comprehensive marketing campaigns. They reinforce your media advertising strategy by providing access to specific audience segments.
Let's take a closer look at the way the TV and radio tandem can contribute to your marketing efforts:
Increased Reach
People listen to the radio and watch TV at different times. Primarily, consumers listen to the radio when they are outside their homes. Research demonstrates that 73% of Americans listen to the radio in their cars. Accordingly, it is an excellent way to reach your audience while it's on the way to and from work or on a road trip.
When it comes to watching TV, only a small percentage do it outside the house. In most cases, your audience watches their favorite shows during their free time while relaxing on a couch or eating dinner.
By combining TV and radio advertising options, you are gaining a unique opportunity to reach your audience 24/7. With 5.46 billion people worldwide watching TV and 90% of Americans 12 and older listening to the radio, the combination of these channels can ensure an all-encompassing reach.
Better Targeting
Both radio and TV advertising can be leveraged to target specific demographics. In many situations, these channels complement each other. For example, by advertising on the radio, you can reach a younger audience, which is living in a fast-paced environment without an opportunity to relax in front of the TV screen. Meanwhile, your TV ads can reach older audiences with children and at-home obligations.
A recent study demonstrated that when it comes to staying connected with the audience, 59% of radio journalists say they feel a high connection while only 44% of TV journalists can say the same. However, when it comes to listening to the news, television is the most popular source.
By using TV and radio advertising together, you can reap the benefits of a strong audience connection and a wider reach. Around 50% of people whom listen to the radio agree that advertising is a fair trade-off for free content. This makes them more susceptible to your offers.
Improved Brand Recognition
The key to successful branding is consistency. By implementing your brand awareness tactics across multiple channels, you are improving your branding strategy and reaching a wider audience.
When you launch television and radio ads, you are imprinting your brand image on the audience's iconic and echoic memory:
- Iconic memory – visual memory storage that allows a person to recall an image even after they no longer see it. Iconic advertising involves branding tactics that help consumers remember the brand visually (e.g., "M" in McDonald's).
- Echoic memory – auditory memory storage that allows a consumer to remember something they have heard after they no longer hear it. Echoic advertising focuses on helping the consumer remember the auditory elements of the brand (e.g., "Ta Dam" from Netflix).
By affecting the consumers' iconic and echoic memories, you are maximizing the chances of your brand making an impact.
With a wide variety of information channels, the fragmentation of the video audience is becoming higher by the day. With radio, this fragmentation is much less prominent. That is why radio ads complement your video marketing efforts seamlessly.
Increased Frequency
The more consumers hear about your brand, the more likely they are to remember it. Advertising across multiple channels increases familiarity and trust between the brand and its customers.
By implementing a combination of radio and TV advertising, you are demonstrating more ads to the target audience and helping them consider you a trusted brand.
The more often your audience sees and hears your message, the easier it becomes to establish trust and credibility. Meanwhile, frequency allows you to break through the noise of the competition and stand out from the crowd.
Implementing the TV and Radio Tandem
Television and radio are among the most popular sources of information, news, and entertainment. While leveraging them separately can yield satisfactory results, combining these two channels can improve your marketing strategy tremendously.
Creating a television and radio tandem allows you to reach a wider audience, target different demographics, and beef up your branding efforts.
Mid-West Family Springfield Illinois has extensive experience with the combination of TV and radio advertising. If you need professional advice and insider tips, contact our experts today!
