Advertising works ! Promoting your organisation, event or service online is the most cost effective way to reach out to thousands of targetted viewers and listeners.
- Online and radio are the only media predicted to grow audience
The huge growth in online audience is increasingly affecting time spent with other (traditional) media - radio is the only traditional medium that people predict they will be spending more time with in the near future.
Size of opportunity
- Almost 50% listen to radio when online each week
67% of the sample claimed that they ever listen to radio when online and 72% of these claimed to have listened in the last week (i.e. 48% of total sample). The research also suggests that at any given time 20% of people who are online are also listening to radio – making this conjunction a significant media opportunity in its own right!
- Online and radio provide complementary rational and emotional consumer benefits
Online is perceived as a convenient channel for helping people find what they want, when they want it, whereas radio is perceived as offering the human touch, helping to shape the moods and rhythm of the day. In conjunction, they feed each other by keeping the consumer engaged across each other’s momentary low points, leading to an increase in overall time spent with this media combination.
Radio and online are ‘social connectivity’ media
Radio and online are both perceived as providing connection with people’s social communities but on different levels. Online operates more within people’s immediate social network, allowing them to stay in touch with friends and highly defined communities of interest (My World). Radio connects people with their wider network e.g. their local community or broader community of interest (My Wider World).
Effectiveness - Combining radio and online significantly enhances response
57% of the sample claim to have checked things on the internet after just hearing about them on the radio, with 59% claiming to use search to find more details. This isn’t just restricted to editorial mentions – 39% claimed that advertising has prompted them to search for something on the internet.
Advertising on African FM starts at only US$ 40.00.
We offer a range of suitable advertising campaigns - including web banner, audio radio adverts and TV video advertising.