Lots of things can influence wearout : how engaging or memorable the ad is; weight of campaign; length of the ad etc. But here are some thoughts for consideration :
1) campaigns take longer to wear out than individual executions. Even having two ads played in copy rotation can make a difference.
2) Remember that for a medium weight campaign (4OTH/week) heavy listeners will hear the same ad 6 or 7 times a week or more so a couple of variations helps keep the campaign fresh for them
3) Creative makes a big difference – some ads can be listened to many more times than others without wearing out. Tone is an important part of this.
4) Use your instinct or, if you think you are too close to it, try playing it a few times to others to see how the ad makes them feel
5) Longer time-lengths can provide a high initial impact but can also wear out more quickly. For example some charity ads can be extremely impactful and also longer than average …but then they are often created to be heard once or twice only. If you need longer time-lengths, consider running some shorter time-lengths too (note this will also increase the efficiency of your overall campaign)
6) Humour can work really well, but if it relies on a punchline there may be a limit as to how often the ad can be heard before it loses impact (unless it falls into the category of timeless comedy!)
Community engagement is big part of what commercial radio stations offer. This is encompassed both by the provision of local news and information as well as social action.
Yes – The Online Multiplier UK study shows how actual exposure to offline media influences actual consumer interaction with brands online. The study revealed that exposure to radio advertising boosts brand browsing by 52%. Radio is 4x more cost-effective than other media in this respect. Advertisers can optimise response through radio creative development. For more information or to download the study in PDF or Powerpoint format please follow the link.
With its huge reach, low ad avoidance, and ability to reach people at relevant times, radio is a strong call to action medium. It can do so either as a true direct response medium e.g. “go to this website now”; or more subtly as an indirect response medium used to reach out to listeners to give them new information or stir their interest in an offer.
There is no hard and fast rule and it depends on your campaign objective and radio’s role. But we know from past research that for any campaign to cut through you need a minimum level of investment.
Research studies suggest an optimal investment in radio should aim to achieve a minimum weekly reach of 60% and an optimal share of 20% of media budget. Whilst the latter may not be possible on all brands, getting as close as possible is important.
There are really two ways of considering campaign weight planning: weekly reach and weekly frequency.
1. Weekly reach
Studies have shown that y when weekly reach data is modelled against sales uplifts from radio, the results demonstrated significantly improved returns at the higher coverage levels and support optimising weekly coverage beyond the 60% limit. It challenges the way that radio is planned as “the frequency medium”, and suggests that generating maximum weekly reach for a radio plan is the best way to attain optimum radio effectiveness.
2. Weekly frequency
It is generally accepted common practice amongst agencies, when planning an average weight campaign, to do so at 4 OTH a week over a period of 4-5 weeks. Lighter weight campaigns will be at 2-3 OTH (often used for maintenance or drip campaigns within mixed media schedules). A heavy weight campaign would be 6 OTH+ and often used for product or campaign launches*
