FeaturedNews & people

Why Retailers should use Radio Advertising

Radio advertising is a powerful way that retailers can reach their target market and drive sales conversions. It’s also cost-effective, especially when done right. 

In this guide, we’ll provide an overview of radio advertising and how it can benefit your retail business. We’ll also discuss strategies to maximise the reach of your ad campaign, estimate costs, set goals and measure performance.

What is Radio Advertising?

Radio advertising is an effective form of advertising that uses audio messages to reach a large audience. It’s particularly helpful for reaching customers in smaller markets who may not have access to other forms of media such as television or the internet. Radio ads can be broadcast on terrestrial radio stations, satellite radio, or streamed online.

Benefits of Radio Advertising for Retailers

Radio advertising offers numerous benefits to retail businesses. It’s cost-effective, especially when compared to other forms of advertising such as television and print media. 

Radio ads can be more engaging than other forms of advertising since they often feature music and sound effects. Radio advertising can also help retailers target specific audiences, such as people who live in certain neighbourhoods or listen to certain stations.

Furthermore, it is audio-based with no distracting video. Your audience is more likely to listen to the radio whilst performing other tasks, in this way advertisers have a captive audience. 

Strategies to Maximise the Reach of Your Ad Campaign

When it comes to maximising the reach of your radio ad campaign, there are a few key strategies you should consider. 

  1. Understand your audience
  2. Choose a station that has the right audience for your ad
  3. Tailor your script to your audience
  4. Produce an engaging advert
  5. Maximise your reach!

You should also craft an effective script and consider targeting specific timeslots and demographics. Additionally, you may want to consider partnering with other radio stations or streaming services in order to reach a larger audience.

Estimating Costs of Radio Ads

When it comes to estimating the costs associated with radio ads, there are a few things to consider. The cost of running the ad is only one consideration. You need to remember the production costs which will include: 

  • Studio or equipment hire
  • Voice actors
  • Sound mixing

However, you can just as easily produce a radio ad with a good microphone and a laptop for as little as £300.

Additionally, you should also look at advertising rate cards from different radio stations and streaming services. Different stations will have different niches, audiences and prime time slots.

Some radio stations may be networked with other stations. So, make sure to inquire about any discounts or promotions available from the station or network you’re considering using for your ad campaign.

Overall, if you get a daytime or evening slot can cost you as little as £100 with prime time slots as much as £5,000 per ad.

Read more about advertising costs: The most cost-effective traditional advertising channels in the UK

Setting Goals and Measuring Performance

When it comes to setting goals for your radio ad campaign, you’ll want to consider things such as:

  • Reach (how many people are exposed to your ads)
  • Impressions (how many times people hear or see your ads)
  • Sales conversions

Additionally, you may also want to utilise tools such as radio ratings and surveys to measure the performance of your ad campaign.

One important way to measure the success of your radio advert is by knowing exactly when your adverts are running. If you see a spike in sales during or immediately after the ad runs it is likely that it had the desired effect. 

However, it is important to note that, similar to TV advertising, there is no surefire way to measure the success of a traditional radio ad. Any of your marketing activities could give you a boost in sales, which is why many retailers like the attribution that digital marketing gives on ad spend.

Don’t forget streaming

If you create an incredible radio advert, then don’t forget streaming

Once you have produced an audio file it can be shared on any streaming site, especially if you have a younger audience. They are more likely to listen to Spotify, Soundcloud or Amazon Music than traditional radio. 

For example, Spotify advertising starts at £250 with your overall spend depending on your budget and desired reach. You can even add a clickable link to your advert, which can be tracked so you know exactly where your budget is going.


In conclusion, radio advertising is a powerful tool that retailers can use to reach their target market and drive sales conversions. When done right, it can be cost-effective and highly engaging. 

To maximise the success of your radio ad campaign, consider crafting an effective script, targeting specific timeslots and demographics, and partnering with other radio stations or streaming services. Additionally, you should factor in production costs and inquire about discounts or promotions available from the station or service you’re considering using for your ad campaign. 

Finally, make sure to set goals and use tools such as radio ratings and surveys to measure the performance of your ad campaign.

With the right strategies in place, radio advertising can be a powerful tool to help drive sales for your retail business.