Social Media Killed The Radio Ad

Video_Killed_the_Radio_Star_single_cover

The Buggles made a point with their 1979 hit single “Video Killed the Radio Star”. MTV brought in a new era of music where musicians couldn’t just be great musicians, they also had to have the look to go with it. Some bands struggled with this large change because if they didn’t join the music video scene, their music wouldn’t be heard and they would eventually disband. A few examples could be linked to the same situation radio advertising is facing with Social Media and Television.

Twisted-Sister1

And who did the people want to see? It wasn’t Supertramp or Joe Jackson. In fact, it was the end of those guys’ careers. People got one look at Joe Jackson, and they said ‘Put the camera back on his shoes!’” -Dee Snider (paraphrased) on MTV, from Heavy: The Story of Metal

The biggest issue that hit the music industry was the people didn’t want to see ugly people on television. Some bands struggled to provide an image that was marketable and couldn’t sustain their previous success. Those bands that survived found that to compete with pretty bands such as Bon Jovi and Bruce Springsteen needed to have a gimmick. The best example would have to be Twisted Sister and their lead singer Dee Snider. With Twisted Sister struggling to find success they found that cross dressing would be their gimmick. Without being blessed with good looks they found that making their image as repulsive as possible, brought video attention to the band which in turn created a larger fan base. This is similar to the issue that radio advertising has been facing for sometime.

At one stage Radio advertising was the main advertising medium. Before Television or Social Media, families would sit around their radios instead. As the whole family was together products could be advertised for the whole family. This would also bring on children asking their parents questions about the products, and from a young age children developed brand loyalty from their parents views. Also as important was the way these advertisements were communicated. Instead of a flashy display and a lot of yelling the local radio announcer would speak the advertisement himself, with sometimes a quick jingle on the piano to recognise the brand. Now to keep up with television and social media, radio has had to get louder and bolder.  The unfortunate path radio advertisements are going is trying to annoy people such as below:

The interesting part about these advertisements is that they are really effective. As soon as you hear that “Helloooo, Frank Walker from National Tiles” all I can think about is “not this guy again…”. However leaving the listener annoyed and disgruntled, also catches the listeners attention increasing the odds of the customer to enquire about the product. This is where radio advertising has come to today. By using the old radio advertising techniques of the 1950s, radio fell behind television and social media’s advertising power of visual aid. As the ugly bands with MTV had to have their gimmick to survive, so has radio advertising and they have chosen to be annoying to be successful.

So has anyone had enough of these annoying radio advertisements?

Have you heard of a more annoying ad than the National Tiles example?

How can radio complete with other radio mediums with using these gimmicks?

Is radio advertising dead?

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29 thoughts on “Social Media Killed The Radio Ad

  1. hahaha! radio ads are annoying sometimes because some ads are made to be repetitive and loud but with the National Tiles advertisement example, i did not like it when i first heard of in my car radio. As time passes, i started to enjoy that loud sound and now i am like it. can my liking for ad translate to them selling tiles to me, i don’t know. the truth is, radio advertisements are not going anywhere, however, they adjust to changing situations.

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    • Thanks for the comment. The advertisement can work on you, and I guess the repetition of the advertisement is important. I have gone to National Tiles and I was surprised that the product was good, so the advertisement had drawn me in!

      Overall radio advertisements work I just wish there was a different gimmick to the annoying radio ad. Personally I prefer a humorous ad than an annoying one.

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  2. Love the question – is radio advertising dead. No I don’t think it is. But they certainly have had to change to keep being relevant. I spend quite a bit of time in the car and don’t watch a lot of television. My information about shops or products come from the radio adverts. And I have followed through with visiting a shop & purchasing a product because of an ad that I heard on the radio.
    Have we heard the end of annoying radio advertisements? Probably not. Because radio only uses one of the senses, listening, they are limited to how they can keep relevant to today’s mass communication. Annoying is one way stand out from the crowd!

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    • Thank you for your thoughts. Like I mentioned above the national tiles advert has worked on me, as I have purchased from them before.

      I do agree that radio advertising is probably not going anywhere, but I just wish they came up with a different idea then annoying people!

      Following on from your point, which radio station do you listen to? I find the metro stations I listen to advertise products that are still an hour away from I live, which does not help me purchase the products from advertisements

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  3. I think radio advertising is fabulous because, as you said, it is very effective. People watch fewer ads on tv these days (at least I do) as it is so easy to record shows and watch them later, fast forwarding the ads. Most people listen to the radio in their car and, especially if you are alone, they have your full attention. I can think of far more brands/services from the radio than I can on tv in the last year. I find the red balloon ad annoying – the woman sounds like she has an excess of spittle. Urghh. However, I did get online and look at their products due to the radio ad! I think the biggest problem for them will be if people listen to the radio a lot less in the future due to music downloads and apps like Spotify. It is difficult for them to do a great deal differently with their ads as they have only one medium – sound. Love to hear if anyone had any ideas of how they could do things differently.

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  4. Radio is a powerful way for companies and brands to engage with consumers. For many small town businesses, radio is actually a more affordable and effective advertising media. Nothing can beat the impact of a motivational radio ad, coupled with frequent exposure. Unlike newspaper ads, radio ads are more than just ink on paper. And unlike TV ads, the audience isn’t in the bathroom when the commercial airs.
    I have read an interesting article about radio ads and I would like share with your guys. A study found a direct link between radio advertising and retail sales—evidence that money spent on radio is money well spent. In this radio effectiveness study, the research found that each dollar of ad spend generated an average sales return of $6 from the listeners in the 28 days after they heard the ads.
    Although radio only uses one of our senses, which is listening, and limits the effectiveness, as cbahr2015 have mentioned, I believe that radio ads are not dead, instead, businesses should exploit the advantages in boosting profits and interacting with customers.

    http://www.nielsen.com/us/en/insights/news/2014/for-advertisers-radio-is-worth-listening-to.html

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  5. haha, that is interesting.
    In my opinion, I dont think social media killed the radio ad, for me, I prefer the radio ads. Because I prefer to receive information by listening, although they very noisy. haha. As a simple example, when I look at a TV series, suddenly jumped out from the TV commercials, but i also have to look at, the mood must be bad and irritable when I see the ads. Because the ad takes up the drama of time, so this time I see ads on TV, I should not remember.
    However, radio advertising is diferent, when I drive, I’ll listen to some radio ads, because they are very noisy, so do not let me alone in the car when bored, can remember some useful advertising and can facilitate future purchases.

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  6. As soon as I started reading this article I thought of Frank Walker from National Tiles, so he whilst being terribly annoying has obviously found a fantastic way to connect to the listeners whether they like it or not!
    Interestingly studies have shown that radio advertising can actually be more effective than TV. http://www.businesswire.com/news/home/20140930005310/en/Brain-Research-Demonstrates-High-Effectiveness-Radio-Advertising#.VVFKN2PINZ8
    The reasoning stems from the ability to advertise to a captured audience with a higher propensity to listed to the ads, probably due in no short part to the fact that it is not as easy to change channels whilst driving.
    Secondly we are generally listening to the radio at a time when we are able to purchase on the spot goods. i.e. we can drive directly to a retail store or quickly navigate to a website.
    Most of us would watch TV at night and think not react to an ad in the same manner. We may think that we will do it tomorrow but by then the thought is lost.
    Therefore I think advertising for the right brand at the right time can be very effective, though obviously big branding exercises are far better through other channels.

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  7. Great post.
    I was a loyal radio fans before I come to Australia, even now I still spent a few time to listen to the radio, I thought it’s a habit already. I still can remember and miss some well-know radio ad. which are popular 30 years ago when I was a child, because most people don’t get a TV at that time in China. Hence, radio ad. is effective and has its own consumer group, such as the old people, drivers and radio music lover although media has variety of choices nowadays. In other hand, the radio ad. cost is not too high if compete with other media, which lower than TV.

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  8. I really believe on radio ads’ effectiveness. In my opinion, repetition brings sort of familiarity between advertiser and consumer. And is much more cheaper have you ad showing many times at radio than TV. I don’t believe that social media can be a threat to radio, I see them more as complementary medias.

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  9. I certainly agree with radio ads being annoying, its always them yelling at you and talking really fast lol. As for the bands you could maybe even say KISS is an example of a band that painted their faces and created a strong image that complemented them in terms of the more visual media and exposure.

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  10. I too agree radio still has a place in the marketing mix and shouldn’t be discounted. I have observed that there tends to be a lot of promotion of products through the various of talk back shows especially during peak hour traffic when people are travelling to and from work. In a way you have a captured audience (those who prefer to hear some dialogue rather than a cd or their iPhone of music). You will be following a segment that is usually related to a current topic and they presenters will cleverly weave in the product into segment seamlessly and sometimes not so seamlessly 🙂

    One that comes to mind was a morning breakfast show where the presenter was talking about a minor domestic with his wife on the weekend about the state of their car and that it never gets cleaned so to prove his wife wrong he took it through a car wash and enjoyed a coffee at premise and then dropped it back making out he manually did it himself and it was so tough.

    In essence they are endorsing a product through the use of the celebrity status of the radio presenters and also story telling. I find it a little less intrusive though I do get a bit cynical when it is a bit too obvious.

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  11. As long as there are cars there will be radio ads. So speak radio ads are not going anywhere. In fact we tend to change less stations while driving so actually get to hear a whole ad repetitively unlike television wherein the moment the commercial break comes we change the channel.
    Irritating or not, if the ad is catchy and can easily get on your lips it is bound to be a success.

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  12. I wouldn’t say radio advertising is dead..it has just had to adjust, like many products or services, to a changing market. Radios have not become obsolete..they are still in high demand, but in restricted settings. Fair enough, you no longer see families huddled around the radio set in the evenings after dinner, but instead you have families tuning in on the drive to school or work. Many of my colleagues even tune in during work, from the moment they sit down at their office desk till the moment they head home.

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  13. I’m still laughing – great post! I remember driving past Frank Walker National Tiles and I felt like I had stumbled across a Hollywood home in Beverly Hills – I was in awe that Frank Walker really and truly existed!

    Anyone who found Frank Walker annoying probably also remembers those awful ‘Chris and Marie’ radio adds and their ‘neighbours be gone trees’ – thank goodness their business eventually shut down and we don’t hear them anymore!

    Here is a funny link – but be warned, click at your own peril…..there are quite a few annoying jingles you may have forgotten

    http://www.heraldsun.com.au/leader/news/saba-franco-cozzo-and-ken-bruce-drove-us-completely-mad/story-fnglekhp-1227248909586

    I don’t listen to the radio or watch TV nearly as much as I used to and tend to stream from services such as youtube, Spotify and Netflix. Youtube and Spotify still have annoying ads that break up the music but I skip them as soon as possible (when allowed) and can’t name one memorable ad or annoying jingle. And Netflix doesn’t have any ads thankfully!!

    It seems for advertising to be successful these days you need celebrities, a Hollywood film studio and a 60 second spot during the Super Bowl…a simple radio jingle just won’t cut it.

    Liked by 1 person

    • Great link, I did forget a few. Pick a part is a great example where repitition can get into someone’s brian. Good thoughts on the different technologies coming through, they can affect radio.

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  14. As the development of social medias, only a few group of people are targeted by radio ads. People now are busy for working, studying or contributing to their families, few people have patients to sit down and listen to the radio. Even if the radio is attractive enough and humor enough, people will be attracted by dynamic ads over the ads only with sounds. And information is updating and spreading rapidly, information spread by radios in todays society is too slow for people’s needs. But on the other hand, radio advertising is a great way to deliver information to drivers. Radio ads will not die, but to better survive, they should find a more attractive way.

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  15. The only time I listen to ads is in the car on the way to work. I don’t watch much TV and what I do watch is generally downloaded. I do find the National Tiles ads very annoying – in fact I think I have vowed on a number of occasions that I will never step foot in National Tiles because of the ads. I don’t like ads on TV but funnily I don’t mind them on the radio – except for the National Tiles ad! I think the cost of TV advertising meant companies could get media coverage more cost-effectively on the radio, and I have also heard of radio advertising being quite successful in translating to buyers. While social media has its place, and may start to overtake TV advertising as a result of its cost-effectiveness, radio advertising still very much has a place.

    As for other annoying ads – I can only think of an old TV ad – Michael Hill Jeweller – and despite being annoying he did very well with the ads.

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    • Thanks for your comment. At last someone who feels the same way about national tiles, I thought I was alone. Cost is defiantly a big factor when considering radio advertisement. Tv is still king for me but it is also important to have a mix of media mediums to have a successful marketing campaign.

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  16. hi i have to say i can not agree entirely, you know, there are a great number of people like to get information from radio rather than TV or the Internet. This is because the voice is more impressive than image in modern life, people have to pay more attention to analyse tens of thousand of images in their daily life, which tortured them every day. So in my opinion, radio advertisement are better than TV or social media advertisement in some situations.

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    • Thank you for your opinion. Radio is better than other mediums for sure. The cost side of radio is better than televisions, and radio can be personalised a lot better then website advertising. I still don’t like how they annoy me with their advertising but it is effective.

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  17. in my opinion, each message channel has its own strength. We can not say social media killed the radio ads. For radio, people are received information by listening, this is radio’s advantage which can not instead by other media. For example, there are some situations which limit people to watch the ads such as when You driving. You can hear some ads. It can make customers remember some useful information about the products. When they are going to buy something that they will use brain memory to identify the product which heard from the radio.

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    • And it is interesting to see the affect of subliminal messaging in these radio ads. Marketers know they cannot always have the listener paying attention when they are driving. But using key words and jingles through repetition delves into the mind and as you said goes into brain memory. Thanks for your comment

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  18. Great blog, and I had to press play on the national tiles because it got the better of me, then I remembered that annoying voice and wondered why I clicked on it!!! I do think radio advertising is still very effective because so many people spend great amounts of time in their car, particularly when you live in rural areas. I have the radio on to listen to the news whenever i am commuting so then I also get to listen to all the ads too and given I don’t watch a huge amount of tv, I find it more effective, you can’t go anywhere, and you don’t know how long before the next bit of important info is on, so you leave it on and listen to those ads. When an ad is on tv, it is the time you usually get up and go and do something else.

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  19. As soon as I started reading your blog, I was thinking about “Helloooo, Frank Walker from National Tiles”. Great blog, guys! Another radio ad or I should call it “song” for “Sexyland”, which has been played more than hundreds of times. Surely they will be remembered by lots of people. There is no bad or good ads, as long as they can be remembered by people. Not sure about future, but now I think Radio still plays an important role in our life, especially for the group of people who spend more than 15 mins in the cars everyday.

    Thanks

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  20. Interesting Blog, i think radio ads are not dead instead it is providing good returns.A study shows that advertising on radio has been returning an average of $6 for $1 spent. Some advertisers even saw returns as high as $23 to every $1 spent. These numbers would fly in the face of anyone suggesting radio is a waste of money. But before you rush out and throw money at the radio it’s important to note that not all products and companies saw the same returns. Soft drinks, candy and breakfast bars saw the lowest returns, between $1.38 and $3.81 per $1 spent. On the opposite end of the scale, retailers saw the biggest boost -$11.38 and $23.21 per $1 spent.

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  21. I don’t think radio advertising is dead. It think it is still a good medium to advertise, because the most of us are listening to radio while they are driving car and in that moment they have to listen to radio ads. Or they have to change the channel different times, which is very annoying after a while 😉 I think there exist a couple of annoying radio ads, I don’t know any of the Australian ones but in Germany we have many of them!!! But otherwise they are remarkable and sometimes fun 😉

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  22. I agree that social media do deprive some audences of radio. However, some Radio Stations are Adapting to Social Media in a interactive way and could be mutually beneficial. for instance, 1/ on average, only 0.4% of radio listeners tweet about a radio station in the UK and even though the proportion might seem extremely low, it is still 10 times more frequent than the ratio in the US. Also, in the US, followers are 54% more likely to engage with a presenter’s Twitter account than a radio station’s Twitter account, compared to UK’s percentage, which is only 20%.

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