Radio Vs. Television Advertising
Radio advertising is composed only of sound, while television advertising adds visual appeal to help create a positive brand impression. Radio and television ads both have advantages and disadvantages.
Other People Are Reading
-
Production
-
Anyone with the proper skills, a computer, audio recording and editing software, a good microphone, and voice-over talent can piece together a quality radio commercial. The process of producing a quality television commercial requires more resources.
Cost
-
Radio ads are generally cheaper to produce and air than television ads. According to Strategic Media, the average cost of just producing a quality TV ad is estimated at $50,000. By contrast, you could have an outside agency produce radio ad for less than $1,500. The most prominent factors that influence the cost of advertising in both mediums include audience size, market size and the time of day when the advertisement airs.
-
Audience
-
Television reaches a larger audience than radio. According to the Television Bureau of Advertising, TV reaches approximately 92 percent of the population daily. Television has mass appeal, while radio advertisements reach a more target-specific audience.
Scheduling
-
It is not uncommon to see two TV commercials for the same type of product back to back. That is something you rarely hear on radio. Radio station traffic directors take great care not to schedule competing advertisers in close proximity to each other.
Impact
-
According to the Radio Advertising Bureau, one of the biggest advantages radio has over television is what’s referred to as recency. Because radio is a mobile medium, listened to at home, at work and in the car, radio advertisements have a more recent impact on people during times of purchase.
-
