Written in October 2021.
Almost every dime I ever made came to me either directly or indirectly from radio advertising. I’ve recorded thousands of ads and wrote the copy for at least a third of them all. For me, radio advertising has been a life-long topic of study. And it’s always been frustrating to know that the audio ad is the most effective medium, hands down. A recent study reported Americans spend 37% of their media time with broadcast radio, yet it gets only 15% of advertising dollars. Them’s the facts, boys, and it’s been this way since the coming of sexy (We got pictures!) television.
All that said, we play with the cards we were dealt. So, we need to make every effort to make the ads that support us be the best, most communicative they can be. Here is short video/tweet from one of radio’s veteran research gurus about it.
SW
Written by
Steve Warren
Steve Warren has programmed radio since 1964. He built MdB, the first music scheduler for the Mac, in 1987 and Music 1 for Windows in 1994, and is a founding partner of MusicOne.
