To celebrate World Radio Day 2024, The World Radio Alliance and egta (the association of TV and radio advertising sales houses) have published 7 reasons why radio is an effective medium for brand building. The compelling insights and argumentation are backed by data and research from around the globe.

The 7 reasons are:

1. Radio stands out as a trusted medium that fosters companionship and connection with listeners

2. Radio establishes deep emotional connections with its audience, leaving a lasting impact on brand perception

3. Radio drives attention, nurturing brand memory and recall, thereby enhancing overall brand performance

4. Radio empowers creative storytelling and ignites listeners’ imagination                                      

5. Sonic branding carves a distinctive identity in the auditory landscape, making the brand more memorable in the mind of the listener

6. Radio's unique capabilities extend beyond traditional 30-second spots, offering opportunities for creative and original brand experiences

7. Radio seamlessly amplifies other advertising channels. A cross-media marketing strategy amplifies brand awareness and recognition.

‍ “Radio is often only thought of as an activation medium, best for getting tactical messages to air quickly and building frequency. However, the high reach of radio combined with its mood enhancing effect on listeners, and the fact it can be easily accessed and listened to accompanying a wide range of listening occasions, means that it is able to play a broader and more ambitious role for brands especially brand building. And this is proven the world over.” Lucy Barret, Client Director, Radiocentre UK

A full slide deck going through the 7 reasons in detail, backed up with research can be downloaded below.

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