Advantages

• Radio is a universal medium shared by most

• The ability to easily change and update scripts

• Can be used to support other advertising 

• Rates have seen less inflation than other mediums

• Fairly easy to target demographics

• High frequency generates urgency to purchase

Why Out Of Home...

To reach over 50% of listeners, advertisers have to buy multiple stations and formats.

Radio provides no visuals or product demonstration ability, thus making it even harder to sell products.

Out Of Home can help reinforce your radio advertising campaign by providing consumers a visual of your product while radio fills in the details.

Disadvantages

• Audiences are switching to commercial free broadcasts through satellite and MP3's

• Listeners cannot return to the ad for missed information

• Most listeners are doing something else while listening making it difficult to grab attention

• Large number of stations fragments the audience as a whole

• Ads are an interruption in the entertainment