From bigger profits and more sales opportunities to boosted brand loyalty and increased demand, advertising can create both overnight and long-term success. Here at Redwood Advertising, there’s nothing we don’t know and love about the world of advertising—especially when it comes to combining TV and radio together. Have a look at some of our top reasons why a combined approach can transform your brand and deliver exponential success…
TV advertising: the people’s choice
Love it or hate it, the UK is officially a nation of TV lovers. TV is a huge part of our lives; we don’t just watch it, we talk about it, debate over it—and most importantly, interact and respond to it. That’s why TV is such an effective form of advertising. In fact, every major advertising study conducted over recent years agrees that TV is the most effective advertising medium, generating the most profits and consistently outperforming everything else.
Why, you might ask? Because TV appeals to everyone and is available everywhere. Whilst social media and online ad campaigns are one of the best ways to target the millennial generation and print advertising is impactful with older age groups, TV attracts the whole population. According to Thinkbox, the average person in the UK watched 650 hours of TV in the first half of 2015 alone, with IPA estimating that TV accounts for 48% of the typical person’s chosen media. When it comes to building scale, no other type of advertising can deliver such large audience figures in a short space of time.
In the short term, TV advertising drives sales, boosts online searches and creates conversations. In today’s digital world, if you see an advert you like on TV, you can look it up online straight away or engage with the company on social media instantly. But it’s also a part of long-term success, with recent studies finding that long-term investment in TV advertising delivers double the profit of a short-term approach. In fact, IPA recently found that campaigns lasting three or more years see profits increase by nearly 140%.
Radio advertising: a combined approach
As effective as TV advertising is, by combining TV with other channels, advertising campaigns work harder and deliver better results. In fact, according to Ebiquity, combining TV and radio can result in a multiplier effect that is greater than 100%, whilst IPA estimates combining the two can increase campaign efficiency six fold. When scheduled alongside TV, radio reinforces brands—and the two together are an incredibly powerful pair. With radio reaching 92% of people age 12 and over every week and an impressive 68% daily, when this is added to our nation of TV watchers—well, you’ve got yourself a winning formula.Adverts are most effective when they remind people of brands they know at the right time—and radio advertising in conjunction with TV is a great way to do this, ensuring your brand is at the front of people’s minds when they are ready to buy. Not only that, but radio advertising also has the added benefit of allowing advertisers a more specific approach. Thanks to the diversity of programming, they can focus on narrow target groups and speak selectively to the consumers they want to reach—especially when it comes to local and regional structures.
And the great news is that radio continues to be central to people’s lives. In fact, one of the best things about radio listeners is that they are extremely loyal to their favourite stations and feel an emotional connection with them. So not only do they listen for long periods of time, but radio listeners also have a low level of ad avoidance and continue to tune in through commercial breaks. With an average of 10 commercial minutes per hour in an uncluttered environment rather than a print campaign that is buried in the back pages, radio advertising is a low-cost, maximum impact way to reach your audience and create an identity that your consumers will remember.
If you’d like to find out more about the power of TV and radio advertising, why not give us a call today? We’d love to hear from you.
