Radio is still a highly relevant platform and is holding firm as a medium of choice despite the popularity of YouTube, Spotify and other streaming media. Radio may have been around forever, but it is authentic, spontaneous and still loved by listeners for its unique offering and longevity, thus making it an ideal option to include in communications strategies.
There are some intrinsic differences between radio and live streaming, and the differences must be taken into account when planning a campaign. The table below is a round-up of both mediums’ engagement, audiences, reach, amongst others, and clearly shows how radio continues to offer significant benefits to marketers.
|
Factor
|
Broadcasting
|
Streaming
|
|---|---|---|
|
Audience
|
Established, stable
|
Newer, often younger
|
|
Editing
|
Not edited, spontaneous, authentic
|
Podcasts pre-recorded, edited, scripted
|
|
Engagement
|
Mass appeal, engaging (talk shows, call-ins, live broadcasts)
|
Multi-channel, engaging
|
|
Feasibility
|
Expensive equipment
|
Cheaper production
|
|
Regulations
|
Greater
|
Fewer
|
|
Scheduling
|
Schedule driven, live
|
Flexible scheduling, live or pre-recorded, downloaded or streamed, often niche appeal
|
|
Timing
|
Instant, audience consume partial content, presenters re-introduce themselves
|
Audience listens to entire podcast
|
Audio listening trends constantly change. The Guardian reports that while podcasts may be a looming threat to radio, to date it has mainly been used as a substitute for listening to collections and CDs.
Listeners tuning into their favourite stations do so for the same reasons they always have:
(driving to work/home, spending time alone)
(particularly during lockdown/quarantine)
New songs and information about music and artists
News and public announcements
Informative talk shows
A sense of nostalgia
Radio remains a highly trusted, credible and independent source of information. Reuters reported that South Africa ranked 31 on the World Press Freedom Index. Major commercial radio stations continuously grow their listenership and Ibusiness claims the highest listenership in:
Clearly, radio has the power to target specific groups and demographics with relevant music, talk shows, news, advertisements and public announcements. Good examples are UJFM (packaged for students of the University of Johannesburg), ClassicFM (for classic-music-lovers and in-depth news reporting), Hot 91.9 (for those who love old-school and R&B music), and many others. This proves how radio gives marketing and communications agencies a golden opportunity to get their message across to broad as well as niche audiences.
Radio remains a highly trusted, credible and independent source of information. Reuters reported that South Africa ranked 31 on the World Press Freedom Index. Major commercial radio stations continuously grow their listenership and Ibusiness claims the highest listenership in:
Community radio is the least threatened by streaming due to technological barriers, and remains extremely popular with listeners who are often overlooked by other media.
Media Update explains that community radio is fundamentally important because it reaches disadvantaged, grassroots communities, giving them a voice to share views and solve problems meaningfully.
Communications specialists must remain well versed in using the art of radio to the benefit of their clients and are skilled at building strategies that utilise the strength of this medium. Radio has proven its mettle and continues to be included in communications, marketing and advertising campaigns. This is not to say that streaming should be ignored. Communications agencies should keep abreast of the trends and ensure that the benefits of both media are interwoven in their campaigns.
Radio is still a highly relevant platform and is holding firm as a medium of choice despite the popularity of YouTube, Spotify and other streaming media. Radio may have been around forever, but it is authentic, spontaneous and still loved by listeners for its unique offering and longevity, thus making it an ideal option to include in communications strategies.
There are some intrinsic differences between radio and live streaming, and the differences must be taken into account when planning a campaign. The table below is a round-up of both mediums’ engagement, audiences, reach, amongst others, and clearly shows how radio continues to offer significant benefits to marketers.
|
Factor
|
Broadcasting
|
Streaming
|
|---|---|---|
|
Audience
|
Established, stable
|
Newer, often younger
|
|
Editing
|
Not edited, spontaneous, authentic
|
Podcasts pre-recorded, edited, scripted
|
|
Engagement
|
Mass appeal, engaging (talk shows, call-ins, live broadcasts)
|
Multi-channel, engaging
|
|
Feasibility
|
Expensive equipment
|
Cheaper production
|
|
Regulations
|
Greater
|
Fewer
|
|
Scheduling
|
Schedule driven, live
|
Flexible scheduling, live or pre-recorded, downloaded or streamed, often niche appeal
|
|
Timing
|
Instant, audience consume partial content, presenters re-introduce themselves
|
Audience listens to entire podcast
|
Audio listening trends constantly change. The Guardian reports that while podcasts may be a looming threat to radio, to date it has mainly been used as a substitute for listening to collections and CDs.
Listeners tuning into their favourite stations do so for the same reasons they always have:
(driving to work/home, spending time alone)
(particularly during lockdown/quarantine)
New songs and information about music and artists
News and public announcements
Informative talk shows
A sense of nostalgia
Radio remains a highly trusted, credible and independent source of information. Reuters reported that South Africa ranked 31 on the World Press Freedom Index. Major commercial radio stations continuously grow their listenership and Ibusiness claims the highest listenership in:
7.6 million
Zulu listeners
6 million
Xhosa listeners
4.3 million
Listeners
follow on the heels of the frontrunners
Clearly, radio has the power to target specific groups and demographics with relevant music, talk shows, news, advertisements and public announcements. Good examples are UJFM (packaged for students of the University of Johannesburg), ClassicFM (for classic-music-lovers and in-depth news reporting), Hot 91.9 (for those who love old-school and R&B music), and many others. This proves how radio gives marketing and communications agencies a golden opportunity to get their message across to broad as well as niche audiences.
Radio remains a highly trusted, credible and independent source of information. Reuters reported that South Africa ranked 31 on the World Press Freedom Index. Major commercial radio stations continuously grow their listenership and Ibusiness claims the highest listenership in:
How many hours a day do you listen to the radio on average by Geo-Type
Content listened to?
Where do you listen to radio?
How many hours a day do you listen to radio on average
Community radio is the least threatened by streaming due to technological barriers, and remains extremely popular with listeners who are often overlooked by other media.
Media Update explains that community radio is fundamentally important because it reaches disadvantaged, grassroots communities, giving them a voice to share views and solve problems meaningfully.
Effective Communications strategies
Communications specialists must remain well versed in using the art of radio to the benefit of their clients and are skilled at building strategies that utilise the strength of this medium. Radio has proven its mettle and continues to be included in communications, marketing and advertising campaigns. This is not to say that streaming should be ignored. Communications agencies should keep abreast of the trends and ensure that the benefits of both media are interwoven in their campaigns.
Communications specialists must remain well versed in using the art of radio to the benefit of their clients and are skilled at building strategies that utilise the strength of this medium. Radio has proven its mettle and continues to be included in communications, marketing and advertising campaigns. This is not to say that streaming should be ignored. Communications agencies should keep abreast of the trends and ensure that the benefits of both media are interwoven in their campaigns.
Looking for a communications partner to help you identify the right channel mix? Send an email to info@eclipsecomms.com and one of our experts will be in touch.
Eclipse Communications is an adaptive and agile full-service communications agency with a strong track record and wealth of experience across Arts & Entertainment, Consumer & Lifestyle and Corporate clients.
We are one of South Africa’s fastest growing, independent communications agencies, acknowledged as the Best Large PR Consultancy at the 2020 PRISM Awards and Public Relations Agency of the Year at the fm AdFocus Awards 2020.
Over our 20+ year history, we have evolved our service offering to include digital media strategy and execution, reputation management, content creation, influencer management and relations, event management and production, to name a few.
+27 86 132 5472
info@eclipsecomms.com
Charlton House, Hampton Office Park, 20 Georgian Cres E, Bryanston East, Johannesburg, 2191
+27 86 132 5472
info@eclipsecomms.com
8 Kloof Street, Buitenkloof Studios, Unit 603 and 605, Cape Town CBD, 8000
Zaona Rabetsitonta-Bahadoor
+230 5704 4913
zaona@eclipsecomms.com
Eclipse communications ensures all information is secure, private and will not be sold or distributed.
Eclipse Communications is an adaptive and agile full-service communications agency with a strong track record and wealth of experience across Arts & Entertainment, Consumer & Lifestyle and Corporate clients.
We are one of South Africa’s fastest growing, independent communications agencies, acknowledged as the Best Large PR Consultancy at the 2020 PRISM Awards and Public Relations Agency of the Year at the fm AdFocus Awards 2020.
Over our 20+ year history, we have evolved our service offering to include digital media strategy and execution, reputation management, content creation, influencer management and relations, event management and production, to name a few.
+27 86 132 5472
info@eclipsecomms.com
Charlton House, Hampton Office Park, 20 Georgian Cres E, Bryanston East, Johannesburg, 2191
+27 86 132 5472
info@eclipsecomms.com
8 Kloof Street, Buitenkloof Studios, Unit 603 and 605, Cape Town CBD, 8000
Zaona Rabetsitonta-Bahadoor
+230 5704 4913
zaona@eclipsecomms.com
Eclipse communications ensures all information is secure, private and will not be sold or distributed.
Please provide us with your information and we will get back to you as soon as we can.
Please provide us with your information and we will get back to you as soon as we can.
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