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Advertising

HCR104fm is in homes, shops, cars and online with thousands of potential customers waiting to hear your advertisement. We offer advertising for your business or event at a very reasonable price and there is also opportunity to sponsor particular shows.

For more information on our pricing please email our sales team on sales@hcrfm.co.uk or call Bill Hensley on 07767 823424


90% of the population tune in to radio every week

  • With over 49.2 million adults listening to radio every week – there’s no better time to switch to radio advertising!
  • On average, a listener tunes into 21 hours of Live Radio per week
  • And with this, radio listeners are more engaged than ever before with 31% of adult Social Media users claiming to receive updates about their favourite Radio Station/Presenter

Source: RAJAR Q2 2017. Please click here for the full reference.


Seven Reasons for Using Radio

Radio offers efficient targeting

Radio targets audiences efficiently because different stations attract different listeners – Rock station listeners are worlds apart from Jazz listeners etc. This allows advertisers to talk selectively to the groups they are most interested in. Added to this is radio’s regional/local structure, which means that brands can focus their activity very effectively onto key market areas.

Radio reaches people at relevant times and places

Most radio listeners are engaged in another activity, and this means that advertisers can reach listeners at key “touchpoints” during the day – when they are on the school run, at work, before going out of an evening, and so on. Research shows that advertising which is relevant to what the listener is currently doing is likely to be more effective.

Radio reaches out in an ad avoidance world

Research shows that radio, together with cinema, has the lowest level of advertising avoidance. People rarely switch stations and are therefore available to listen to any message that is relevant, creative, intriguing etc. This is a great opportunity for advertisers who want to reach out to new customers, or to tell existing customers something they didn’t know.

Radio has a “multiplier effect” on other media

The original Millward Brown Awareness Multiplier Study showed how radio multiplies the effect of TV and since then the finding has been re-echoed when looking at radio alongside other channels. Radio’s multiplier effect seems to originate in the fact that it is an audio-only medium, and therefore stimulates a different part of the brain.

Radio creates a large “share of mind” for a brand

In the same way that the music industry uses radio to gain airplay of their artists and create chart hits, radio also creates a sense of ubiquity for brands. This is for two main reasons – firstly, because radio ads are on frequently and secondly because listeners tend to spend so long listening (on average 13 hours per week). A brand which is big in radio can create a disproportionately large share of mind for itself.

Radio drives response, especially online

Radio has always been a strong “call-to-action” medium, and this is even more true in a world where consumers access brands via the internet. The RAB’s Radio: The Online Multiplier study found that radio can drive brand browsing (direct to a brand’s website or searching for a specific brand in a search engine) by over 52%.

Radio is “a friend”

Listeners use radio for emotional reasons – to keep their spirits up, to stop themselves from feeling bored in a car or while doing daily chores. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser to appear in.

The majority of people are listening to radio on their own and they will have their own personal experience of the output which is not shared with other people. Radio presenters actively cultivate this relationship so that listeners feel they are being spoke to on a one-to-one basis. This makes for a more powerful advertising opportunity as when, for example, a radio presenter talks about “our friends at Company X”, the listener is hearing about a friend of a friend – and this has a strong effect on bringing a brand closer.