Advertising investments in radio are estimated at US$36.1 billion annually, according to Dentsu. This data demonstrates the resilience and relevance of radio in the contemporary media landscape. But, given such a vast universe of entertainment as we have today, including TV, the internet, and music streaming services, why do people still listen to the radio? We list some possible reasons for why radio remains so important!
Radio is democratic
The fact that it reaches remote parts of the world quickly and with quality, in a way that television and the internet do not, is a major advantage. It might seem unbelievable, but there are places where the TV signal doesn’t reach! Additionally, radio is the fastest communication medium we have currently. We can see this clearly during live game broadcasts, where radio listeners know first whether a goal has been scored or not. The information is only shown on television seconds after reaching the radio.
Radio is quick
Besides the signal reaching radio listeners first, this communication medium is also faster in capturing and disseminating news. There’s no need to record images or spend a long time writing and revising an article. The street reporter sends the event via message, and the announcer informs it live, or the reporter speaks directly from the scene. There’s not much preparation needed, just a bit of improvisation and a cell phone. In the event of, for example, a traffic accident causing a jam, there’s more certainty of finding information about it on the radio than on the internet or TV.
Radio is simple
Not much is needed to listen to the radio. Any cell phone with internet access can easily tune in to a radio, either through its own app or the station’s website. With the increase in technology, it’s now possible to follow radio broadcasts and also interact with them, sending messages and requesting songs through a simple app installed on your cell phone.
Radio is practical
You can’t work while watching TV or updating social media, right? But you can work while listening to the radio: the listener tunes in to their favorite station, listens to their favorite songs, and receives the day’s news while working. Nowadays, people don’t have time to take a break and read a newspaper, whether traditional or electronic. In this aspect, radio stands out a lot because not only can you listen to it while working, but it’s also present at home, on your cell phone, and in the car.
Radio has identity
TV stations cater to a very broad audience. Several programs are broadcast nationwide simultaneously, and there’s little room for segmentation. On the internet, the situation is even more complex, as we can communicate with the whole world with very few restrictions. Radio, however, is the voice of the region. The signal from stations that are successful in the capitals doesn’t reach the countryside, allowing the development of radios with strong identities in every corner of the country. They communicate with a very specific and segmented audience, generating a strong connection between listeners and the station.
Radio is close
Did you know that people relate to the radio as if it were a family member? There isn’t as much interaction with newspapers or television as there is with the radio. Listeners like to participate in programming, suggest songs, call the radio station, and hear their name spoken by the announcer’s voice. That’s why people tend to listen to the same stations all the time.
Radio builds loyalty
Normally, people become loyal to a single TV channel when there are few options to watch. The likelihood of this loyalty decreases significantly when there’s cable TV. With more variety, the audience tends to disperse more. However, this doesn’t happen with radios. Listeners, even with many options to choose from, tend to be loyal to one station. Radios have their own identity with which the listener identifies and remains loyal, having difficulty connecting to new stations.
Radio entertains
In addition to music and news content, radio also features many humor-based programs. This is a very versatile and advantageous aspect, both for stations and listeners. A homemaker, for example, can tidy up the kitchen while listening to their favorite comedy show, making the task lighter and increasing their connection with the radio.
Radio is innovative
Despite being one of the most traditional means of communication, radio still has room for innovation. Within the station itself, it’s possible to create podcasts, talk shows, artist interviews, comedy programs, among various options. Radio also broadcasts the freshest news from the music world, new albums from established artists, and singles that have become popular worldwide.
Conclusion
After listing so many advantages compared to other means of communication, it’s easy to understand why people still love listening to the radio: it creates a connection with the listener and fosters loyalty through the content and convenience of the medium. This means of communication accompanies people throughout their day, mainly due to the personal and individual tone that the announcer uses in their speech. It’s undoubtedly the most versatile way to consume content since its inception.
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