When it comes to advertising, radio is often an afterthought. Television and online advertising are much more popular, and many business owners believe that radio is no longer a viable option.
However, this isn’t necessarily true! Radio still has a large target audience, and there are plenty of ways to reach them.
In this article, we will discuss the target audience for radio and explain why it should still be considered a powerful marketing tool.
Who is the Target Audience for Radio?
The best way to know who the target audience for radio is to think of the various occasions that people have to listen to the radio and when they actually do so.
This way we can divide the target audience for radio into the following segments:
- People who commute
- People who like and listen to a specific radio station
- People who like a specific genre of music
- People who like to listen to the news
- People who listen to the radio at work
- People who listen to the radio at home
- People in waiting rooms
Let’s look closely at each of these customer segments.
#1. People who commute
Commuters are by far the most captive target audience for radio. They are stuck in their cars and often they will tune into a radio station.
Many people have a daily habit of listening to the same radio station during their commute, so if you can target a specific station, you can reach a large number of people.
This makes them a very valuable target audience for advertisers. If you can reach commuters with your message, you are sure to get their attention.
Of course, these days there are many alternatives to the radio. Anyone with a smartphone (that’s everyone) and mobile data can listen to podcasts or stream music and other audio content.
So, while commuters are still a good target audience for radio, you need to make sure that your message is targeted and relevant. Otherwise, you may find that people tune out.
#2. People who like and listen to a specific radio station
Many people are loyal to a specific radio station or channel. They may love the music, the DJ, or the general vibe of the station.
If you can target a specific radio station that your target audience is known to listen to, then you can reach them with your message.
For example, many people will listen to NPR (National Public Radio) in the morning while they are getting ready for work. Others will always tune into their local sports radio station to catch the latest scores and news.
Such people are can be a loyal target audience for radio.
#3. People who like a specific genre of music
Many people who like a specific genre of music will listen to radio stations that play that type of music.
Now, such stations can get competition from companies like Spotify where people can create their own personalized playlists.
Still, there is something to be said for the serendipity of hearing a new song on the radio that you end up loving. Many people love this surprise element of not knowing what will play next on the radio.
Furthermore, radio stations devoted to a single genre of music also have experts who choose the songs. This can be appealing to people who want to discover new music but don’t know how they can do so by themselves.
#4. People who like to listen to the news
Many people prefer to get their news from the radio. This is especially true for people who commute to work and need to stay up-to-date on the latest current affairs.
With fake news being such a big problem these days, people are turning back to traditional sources of news that they trust. And, for many people, the radio is one of those trusted sources.
So, if you have a message that you want to communicate to people who like to stay up-to-date on the news, targetting radio stations that focus on news is a good idea.
Of course, many people now get their news from online sources such as social media. But, again, the radio has an advantage in that it is still considered a trusted source of information.
#5. People who listen to the radio at work
We already saw one location where people listen to the radio – during their commute. Next, we will look at another such location – at work.
Many people listen to the radio at work. This is especially true for people who work in factories or other places where they can’t have their phones or other devices with them.
The radio provides a welcome distraction from the work that people are doing. It also helps to pass the time.
#6. People who listen to the radio at home
Many people start and end their day by listening to the radio. They might listen to it while they are getting ready in the morning or while they are making dinner in the evening.
Some people even listen to the radio while they are doing chores around the house. It can help to make the time go by more quickly.
Listening to the radio at home is also a good way to stay up-to-date on the latest news and current affairs. People can easily listen to the radio while you are doing other things.
#7. People in waiting rooms, salons, etc.
If you have ever been to the doctor’s office or any other type of waiting room, you will know that there is usually a radio playing in the background.
The same is true for many salons and other businesses. The radio provides a way to entertain customers or clients who are waiting.
Many physiotherapists and other types of therapists also have radios playing during therapy sessions. This helps to relax patients who might be feeling anxious about the experience. It also helps distract them from any discomfort they might be feeling.
The target audience for radio ranges from people who commute to those who spend time in waiting rooms of doctors and therapists.
People who like to like and listen to a specific radio station regularly or like to listen to a specific genre of music or the news are also a target audience for radio.
Just as people listen to the radio during their daily commute to work, they also listen to it at home and at work. Many people start their day with the morning news on the radio and many end their day listening to soft music just before bed.
And finally, people often listen to the radio (not always by choice) in waiting rooms of all kinds and during various types of therapy sessions.