We don’t ‘Skip the Ad’ on radio

By Patricia Hului

When we go on Youtube, most of us watch the countdown timer until we click the ‘Skip the Ad’ button. When an advertisement starts playing on tv, we pick up the remote control and switch the channel. When we see a page in the newspaper and magazine filled with advertisements , we flip the page.


How about radio? How many of us actually switch the radio channel once an ad comes on air?


According to Girish Menon, the facilitator of the ‘Maximising Advertising Forum’ held April 29, there was a lower rate of ad avoidance on radio compared to other media such as television, newspaper and magazines.


In the forum organised by Astro Radio Sdn Bhd, four speakers: Girish, the chief executive officer (CEO) of Group M and president of Media Specialist Association, Amin Aznizan chief executive officer of Cinqasa Sdn Bhd, Jayaram Nagaraj head of Digital Media in Astro Radio and Cameron Plant, chief operating officer of All Asia Radio Technologies Ltd, Malaysia office, talked about how radio advertising was still effective even today.


ADVERTISING ON RADIO: (From left) Girish, Jayaram, Plant and Amin during “Maximising Advertising Forum” organized by Astro Radio Sdn Bhd on April 29 at Grand Margherita Hotel, Kuching.

ADVERTISING ON RADIO: (From left) Girish, Jayaram, Plant and Amin during “Maximising Advertising Forum” organized by Astro Radio Sdn Bhd on April 29 at Grand Margherita Hotel, Kuching.


As an example of how radio advertising can work effectively, Girish cited Cadbury Daily Milk (CDM) ‘Happy Moments’ campaign which encouraged listeners to share their jokes over the radio.


Cadbury played their ‘Happy Moments’ segment from June to September 2011 on Hitz.fm, Era.fm and My.fm during peak listening hours – before and after office hours when people are stuck in traffic.


“Leveraging on humour is one of the strongest assets of radio performing,” Girish said, adding that by the end of the campaign, CDM saw a 7% sales growth.


Other facts Girish presented include that in terms of radio consumption, typically, the average Sarawakian is loyal to two or three main channels and constantly switch between the channels, based on the time of the day.


Overall, 56 per cent of Sarawakians listen to the radio everyday, both listening at home and also while traveling in a car and work place.


From an advertiser’s point of view, CEO of Cinqasa Amin shared his experience using radio advertising to promote his products.


Cinqasa is a trading company that owns the beverage brand Leema, established in July 2012. According to Amin, Leema’s tagline is ‘Leema – drink the music’ because he wanted the beverage to be associated with music or concerts.


Through radio advertising Amin was able to reach out to his existing and potential customers and create a market presence for his brand.


He commented that some advertisements related concerts and music to alcoholic drinks. Since Amin doesn’t take alcohol, he came up with the idea of promoting his line of non-alcoholic soft drinks with the enjoyment of good music.


In keeping with this brand identity, Cinqasa promoted Leema through partnership with Astro Radio in events such as Hitz.fm Kuching Birthday Invasion 2012, Anugerah Carta Borneo ERA 2012.


The first event Cinqasa collaborated with Astro Radio on was Anugerah Carta Borneo Era 2012, “It really helped us a lot especially in creating awareness of the brand. Because in 2012 was the year we first started.”


With collaboration from Astro Radio, Leema managed to make its brand recognised in the market.


Amin also reminded advertisers not to expect immediate results after advertising on radio: “It does not actually increase sales directly. But it is something that will create impression, confidence (in the brand).”


His name is Jayaram Nagaraj, but some of us know him as ‘Junior’ the former radio presenter of Hitz.fm. In his talk, Jayaram shared that with the availability of online radio and apps, more and more people were listening to the radio now.


In fact, South East Asia has seen a huge growth in Digital Audio Streaming. He stated in his presentation, “Over 3.8 million Malaysians listen to less than 30 minutes of audio in a day!”


The escalating use of smartphones and easy accessibility to internet wherever you go makes us ask, is the radio here to stay? Will people still be turning to the radio in the future?


Plant had an analogy to answer that, “The future of radio is like a baby seagull, you know it exists, you just don’t know how it looks like. And ultimately, but we do know that radio has always been a medium that has been strong, that has been local.”


So rest assured radio listeners, the radio is here to stay. And to the delight of advertisers, we don’t ‘Skip the Ad’ on Radio.

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