Today, television has the broadest audience, radio is more regional and newspapers are the most local. Radio advertising offers businesses advantages over other media. It reaches a large audience, with high target ability and low cost. Radio advertising is significantly lower in cost than television advertising. A television ad can cost $50,000 to produce. A similar radio ad will cost closer to $1,500 (“Direct Response Radio,” n.d.). A typical radio 60 second radio spot can cost $100. A 60 second television Commercial will likely cost $100,000. 13,000 radio stations in the United States reach 94% of the population over 12 years of age each week (“Direct Response Radio,” n.d.). Radio has greater target ability depending on the programs. Some types of music are more popular with teens and others more popular with people over 60. There are programs that target women, Hispanic listeners or adults 35 to 44 years of age. Radio advertising has the ability to drive online traffic to support sales. Finally, statistically speaking, radio listeners spend more per purchase than TV infomercial buyers ($148 vs. $98) on average (“Direct Response Radio,” n.d.).
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"Radio Advertising." StudyMode.com. 11, 2008. Accessed 11, 2008. http://www.studymode.com/essays/Radio-Advertising-180237.html.