Radio is still the most cost-effective advertising medium today. It's an inexpensive way to reach your existing and potential customers. There are three big variables you want to control when scheduling radio ads: reach, frequency, and consistency.
FREQUENCY: WHAT IS THE MAGIC NUMBER?
Frequency is the number of times your ad is heard by the average person over the course of a week. How often are you sharing your message with the target audience? Be selective in targeting because you don’t have to reach everyone. Everyone isn’t your potential customer. Once you’ve identified your target audience, it’s time to build frequency. Think of it as talking to people a lot.
REACH: FINDING YOUR PEOPLE
Reach is the number of different people who hear a radio commercial. If your objective is promotion, meaning you want the target audience to take a specific action, reach is required. There are a few different concepts that can be employed to talk to a lot of people about your brand:
Advertising over a longer period of time
Advertising during multiple times of day
Take advantage of short-duration commercials.
CONSISTENCY: THE FINAL ELEMENT
Reach and frequency are opposing forces in the radio advertising realm. They compete with each other for dominance. By increasing one, you decrease the other - unless you have more money to feed it. To be effective, your business doesn’t have an infinite budget; however, reach and frequency remain crucial elements for a successful campaign.
Psychologically speaking, the average person needs to hear an advertising message three times per week for it to be memorable. That’s called a “Three Frequency.” Knowing what we know about radio listening habits and average time spent listening, a message must be played about 21 times per week to reach the average listener three times.