Radio has been the backbone of media and advertising for over a century; however, it is frequently faced with many myths and misconceptions. So, lets go over some common myths about radio and learn the real facts and value that radio has to offer. From its ability to reach mass audiences, communicate to all demographics, and how it can be extremely beneficial to any company. Soon, it will be apparent that radio is far from dead.
Myth #1: Radio is outdated and has a low reach
Fact: Radio can reach mass audiences; In Canada, 68% of people listen to commercial radio almost every week and 39% of people listen to the radio every day¹. At Starboard Communications, we reach an average of 32,000+ people per week². Although radio is one of the oldest media streams, it is clear from Canadian, and our local statistics that radio is not outdated and has a very high reach.
Myth #2: Younger generations do not listen to the radio
Fact: Radio is for all ages. A study from Fall 2023 found that AM/FM Radio has the largest share of in-car buyable audiences (57%) for adults ages 18-49¹. At Starboard Communications, our audience spans a wide age range, with a significant portion falling within the younger demographic. Approximately 48% of our listeners belong to Gen Z and Millennials² (and yes, we consider Millienials young). This data demonstrates’s radios ability to engage a wide demographic.
Myth #3: Radio advertising is outdated and ineffective
Fact: Radio advertising is a powerful opportunity for brands to expand their reach, enhance customer engagement, and achieve a substantial return on investment. A study conducted in Fall 2023 shows that 50% of Canadians believe the ads they hear on the AM/FM radio are trustworthy¹. Additionally, 32% of individuals aged 18+ reported taking action after encountering a product or service advertised on AM/FM radio¹. These findings emphasize the pivotal role of radio advertising in fostering brand trust and driving sales. By leveraging radio platforms businesses can effectively connect with their target audience, establish credibility, and positively impact local communities.
Myth #4: Radio is not measurable
Fact: While it’s true that exact real-time listener numbers aren’t available, radio’s effectiveness can be measured in several ways. Quarterly ratings, conducted by an external company, provide estimates of weekly/monthly listeners within the Hits 95.5 and Cool 100 Central Market Area. These stats can be used to estimate how many impressions a business will get using radio advertising. Additionally, Starboard Communications can provide clients with software that tracks radio campaigns and monitors Google Analytics to offer insights into audience engagement and campaign performance.
Myth #5: Radio is for large businesses and has a high price tag
Fact: Contrary to this misconception, radio advertising is accessible to businesses of all sizes. At Starboard Communication, we offer tailored radio advertising solutions to fit any budget. While the cost per ad may be higher compared to social media or display ads, the advantages of radio- such as its wide reach, frequency, and trustworthiness, translate into a significant return on investment (ROI).
Radio defies common misconceptions, maintaining its presence as a powerful advertising medium. With radio’s wide reach, effectiveness in engaging all age groups, and measurable impact on brand trust and sales, radio proves itself essential for businesses of any size. At Starboard Communications, we offer tailored solutions, ensuring that every client can leverage the value and effectiveness of radio advertising.
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Resources
- Radio Connects. “Rediscover The Power of AM/FM Radio” (Fall 2023)
- Radius. Recall Data. (Oct/Fall 2023)