TV And Radio Advertising: Does It Really Work?

Advertising your business makes a huge difference to your client base. When you put in place an effective advertising campaign, you can win many new clients. Implementing a poor campaign, though, means that you waste money and alienate your customers. It is not just about having a creative campaign that catches people’s attention. It is also about making sure that you target the right people via the right media streams. Twenty years ago the two major ways that you could market your business was through TV and radio advertising. Can these archaic media streams still work for you and your business?

Many business owners overlook these media streams, assuming that everything is now online. Whilst that may be true for much of the younger population, there are still some people who use other means of entertainment. When developing a campaign, it would be naive to neglect these two media streams straight away. Before you do anything, consider what the streams could do for you.


The History Of Radio Advertising

Radio advertising has a long, rich history in the western world. The first ever radio advert aired over ninety years ago in 1922. It wasn’t until the 1930’s, though, that the radio became popular with mainstream audiences. During that time, few people owned a radio themselves, but many people would listen in groups. Of course, throughout the 1940’s, 1950’s and 1960’s radio only grew in power. The advent of rock and popular music meant that the radio become on of the main forms of entertainment for young people. That in itself got advertisers interested in the media. Tapping into a young market meant that they could find a whole new customer base for their products.

How Has The Industry Developed?

Over the years, radio commercials have changed a lot. During the 1980’s and 1990’s the media peaked, with almost every household having a radio. From people sitting in a London office, to stay at home mothers, it seemed that everybody was listening. Then one big thing changed. The internet changed the world of radio forever. In an instant, there was no longer a need for other media, as the internet had it all. Many radio stations went online to save money, and people started a whole host of community stations as well.

The fact that it is now so easy to set up a radio station online means that the radio audience is different. Audiences no longer tune into just one station on a daily basis. Instead, they have thousands of stations from which to choose. People no longer listen to music and talk shows on just stations; now people can listen to music on Spotify and talk shows on podcasts. Audiences are still interested in this style of media, but the way in which they consume it has changed.

Does Radio Advertising Still Work?

In short, yes radio advertising does still work. Advertisers have adapted the way in which they use radio as a media stream and as such have developed new ways to advertise via the radio. The one positive thing to come out of the diverse nature of the new wave of radio is that advertisers can target audiences. For example, if you are advertising a feminine product, you can advertise on a female-centric station.

Advertising on the radio might not be right for your company, but you could use the media in other ways. Perhaps you could invest some money in a Spotify commercial. When people listen to the Spotify ‘free’ account, they often hear commercials between songs. You could also consider a YouTube adverts playing before vlogs and music videos. Whilst radio advertising has, in some respects, died out, it has made way for a new wave of advertising on new media.

The History Of TV Advertising

The 1940’s saw the first TV commercial air. The commercial advertised a baseball game in New York, and was such a hit that other advertisers looked to TV for a new way of advertising. It is astonishing how far TV advertising has come over the years. The golden age of TV advertising has to be the 1960’s. During this period in history, most western families owned a TV, and it was a custom for the family to sit down together to watch certain shows. Advertisers have always used TV guides to target their products. For example, if you watch TV throughout the day then, you will notice how much the commercials change from show to show. When there is a show about motherhood, for example, the commercials will push products at mothers.

How Has The Industry Has Developed?

Much like radio, the way audiences consume television has changed over the years. In the early 2000’s, it became popular for teenagers to begin watching shows online. Later, many networks, such as Netflix and LoveFilm, began to capitalize on online TV. Now you can watch most of the TV shows online as well as on TV. That in itself has changed the way people relate to TV. People can now watch shows when it is convenient for them to do so via the internet.

Does TV Advertising Work?

The one main difference between TV and radio is that TV has remained strong, where radio has not. Whilst people can watch things online, often they still sit down in front of the TV. Investing money in a TV commercial is sure to gain you a lot of attention from a particular audience, so it is a smart investment.

You cannot advertise on LoveFilm or Netflix, which is one of the great appeals of the networks to audiences. That means that the only option advertisers have by way of TV commercials is the old-fashioned method. Viral videos online are the cousin of TV advertising. Advertisers who are looking for a cheap way to make a large impact might want to try this method. The only issue is that you can’t control what goes viral, so making a video of this nature is a gamble to the advertiser.