The face of advertising has changed dramatically over the past few years with the continued upsurge of online, digital targeted promotions. Indeed, of the £16.bn spent on advertising in the UK in 2015, it’s estimated that almost 50% was online, a figure that by 2018 is predicted to rise to 56.5%.
With the average UK family now owning more than seven devices that connect to the internet, these figures are no real surprise, but despite the intense shift, for many businesses there’s still a very definite place for TV and radio advertising. Choosing between the two will however depend on a business’ budget, target market and the method in which the business wants to present its products and services.
There are several forms of radio advertising with the most popular either simply being a message read out by the DJ, or a whole advertisement being played and repeated throughout the day. People generally listen to the radio when they are getting ready to go to work, performing household chores or traveling in the car, which has subsequently created a unique advertising environment. Consequently, radio is still an extremely popular advertising medium, particularly amongst smaller, local businesses as it reaches the right people, in the right numbers, at the right time.
Furthermore, listeners don’t just change radio stations when adverts come on in the same way that TV viewers do, and there’s often an emotional connection to the station too. Indeed, according to the UK Radio Advertising Bureau, Local radio stations are an important part of the community and businesses that advertise on air can benefit from that emotive connection – it increases validity and as a result, trust.
A huge advantage of radio advertising is the cost effectiveness of it. Between getting copywriters, directors, producers, art directors, actors, video equipment, and studio time, just producing a TV advert can swallow entire budgets, whereas radio simply requires fewer resources for production. As well as production costs being much lower, national and local radio rates can be much more attractive than TV rates, while still enabling businesses to reach their intended target audience.
This makes commercial radio an ideal medium for small businesses wanting to reach out to new customers.
However, a potential negative is that because people do listen to the radio while working, traveling or carrying out chores, there is a risk that they are only paying partial attention to the content and therefore may miss core advertising messages. Advertisements that use only voice and/or music can often blend in to general program content, lessening their effect.
With more than 80% of the UK population watching TV every day, TV advertising has the ability to communicate with a very large audience; around 51,280,000 in total if the figures are precise.
Advertising on TV offers a number of benefits to businesses. By incorporating sound, colour, images and movement, the whole package can become interesting and extremely engaging for consumers. As we all know from experience, ads that capture the attention of the audience can start consumers talking, effectively reaffirming and spreading the advertising message.
Despite it being considered mass media, TV advertising can in fact be very targeted in its approach. Production companies will have all manner of information on how businesses can best reach their intended demographic. In its simplest form, toy manufacturers would be best to advertise during Saturday morning cartoons, for example, and a food product company would probably get the best return on investment by advertising on a food channel.
For many companies however, the major downside on TV advertising is the cost that is involved. Production alone can run into the hundreds of thousands and the air time often isn’t much cheaper. A 30 second advert during the Super Bowl halftime interval in 2015, as an extreme example, cost a staggering $4.5 million or, $150,000 every second. This cost, although out of reach for the majority of businesses, demonstrates the potential return TV advertising can offer and that in this digital age, it is still unmatched by any other form of media.
If your business is interested in either TV or radio advertising, we can help. We can deliver quality high value-add broadcast content, whilst maintaining a low cost price tag – all without making a compromise to the creative, the above the line strategy or our service to you. We’ll manage all the creative development, production, focus group research, online post production, legal clearance and broadcast deliveries.
For more information about our advertising services, please don’t hesitate to get in touch, we’re always happy to help.