Both of these have been around for many years. The invention of, and more importantly, the popularity and growth of cable and satellite TV, as well as satellite and internet radio, has changed the landscape for those media.
With fewer people listening to traditional TV and radio, and the abundance of stations to choose from, this has made advertising in this media more challenging.
With the changes, has come some positives. With so many channels to choose from, the industry has had to lower prices to match their audience based on the rating systems from Nielson (for TV,) and Arbitron (for radio.) In 2013, Arbitron was acquired by Nielson, making Nielson the measurement of both ratings for TV and Radio viewer and listeners.
In addition to lower prices (to match a lower audience by channel/station,) TV specifically has changed with the cable and satellite industry. A business can now place advertising in a specific area of the coverage area, and not the entire coverage area, making this even more affordable. If they matched up to your client base, then it is even better. If it doesn’t, then the cost of advertising for these stations may not make sense. Radio has changed with many people listening via a computer or other internet connection and now affords the opportunity to better target the market that makes sense for a business and not the entire market area the radio station may reach.
Is TV or Radio right for your business?
Like any other media decision, this is going to be based on many factors, if we can take out the ego/cool factor. Of course it is great to see your business on TV or listen to the ads on radio, but is it the most effective spend of your advertising dollars?
The benefits of these two media are:
- They allow businesses to deliver a 15 to 60-second message and can gain trust in consumers.
- Trust is gained by consumers who believe what they see and hear on TV and Radio is credible, so these two media can add credibility to your business.
It is not the first place a business should look to advertise unless they have deep pockets for marketing. It should work in conjunction with a blend of other media so when someone sees the message, if they are looking for the business later, they can easily find it when looking for it by name, whether online or in a local phone book.