Radio and TV advertising are both equally effective in helping to reach wide audiences today. When using them together, you can harness the power of each platform’s unique advantages to maximize the effectiveness of your advertising campaigns.
The media of radio and TV work differently, which is why they complement each other so well. Radio is purely audio, while TV is visual, leading people to engage with each other while doing different activities. It’s also important to keep in mind that traditional linear TV isn’t the only platform for TV advertising today—you can also harness the power of digital over-the-top (OTT) and connected TV (CTV) streaming, which can reach people who are cutting the cable.
If you’re unsure whether radio and TV advertising combined is ideal for your brand, consider the following benefits of advertising with both platforms:
Increased Reach
When attempting to reach wider audiences, you can benefit from using radio and TV, both of which have massive reach today. According to the Pew Research Center, around eight in every 10 Americans ages 12 years and older listen to the radio every week. TV also has plenty of reach, with a total of 5.69 billion people.
Many people who watch TV regularly may not listen to the radio as much, and vice versa. Some people also actively use both channels to get their news, entertainment, and other media. Using both together will ultimately help you maximize your reach as you connect with both audiences.
Better Targeting
You also have the ability to develop high-precision marketing campaigns that establish a better connection with your target audiences. Use radio and TV to target specific demographics, including everything from geographic location and age to gender and listening/viewing preference.
It’s important to keep in mind that people tend to listen to the radio and watch TV in different contexts and at different times. Many members of your target audience might also only engage with one or the other. For example, a segment of your audience could include busy professionals who might not have as much time to watch TV at home, but they may frequently listen to the radio in their cars while commuting to and from work.
CTV and OTT streaming platforms allow for even more effective targeting through streaming platforms, complementing your linear TV ad campaigns.
If you can target both using the right demographics and psychographics, you’ll be able to broaden the range of people you connect with and target them with more overall precision.
Improved Brand Recognition
Getting your brand on as many relevant platforms as possible will help boost brand recognition, especially if your messaging is consistent across all channels. With strong branding efforts on radio, TV, and other outlets, you’ll be able to develop a more cohesive and memorable brand image. You’ll keep your company in the spotlight, helping you stand apart from competitors and appear more trustworthy and reputable to prospective customers.
Specifically, you can increase brand recognition by appealing to both iconic and echoic memory. Echoic memory refers to the storage of audio stimuli in people’s brains, while iconic memory is the storage of visual memories. Using radio, you can ensure people remember your brand echoically, while TV advertising can work both iconically and echoically.
In recent years, TV audiences have become more fragmented compared to radio, even when viewers have access to the same or similar viewing options. This increased fragmentation is likely the result of numerous factors, including education, income, and ethnic diversity. This fragmentation is why it may benefit you more to target radio in some cases if you want to connect with a more singular audience.
Increased Frequency
Many people who watch TV also listen to the radio. By advertising on both platforms, you’ll increase the frequency of your message in advertising, making you more memorable. They’ll also engage with your message in different ways, with radio ads connecting through audio while TV ads create a compelling audiovisual experience.
The more frequently people see or hear your message, the more likely they’ll be to remember it. As mentioned, consistency here is crucial, as it forms a cohesive message and brand image.
Use Radio and TV Advertising to Achieve Long-Term Success
With the help of radio and television advertising together, you’ll have the chance to effectively connect with all of your target audiences. Using traditional radio and TV along with streaming services, your brand will be able to get and stay ahead of the competition.
Want to get into radio and TV advertising for your brand? You may understand the benefits, but you might also need some help building effective campaigns from a partner with experience in this area.
Mid-West Family La Crosse is here for you when you need us to help build your next marketing plan. Reach out to us today to discover what we can do for your ad campaigns.
