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COMMUNICATION CHANNELS The continent’s booming cellular Cellphones are RADIO ADVERTISING technology market also adds to the adding to the appeal of radio, with a large percentage PROS AND CONS of Africans accessing radio through their appeal of radio mobile phones. The more basic FM- All Business, a US-based enabled mobile technology, for example, website that serves the North gives consumers radio reception without American small business the need to pay for data or airtime. content. Even if listeners are paying sector, believes the following Radio is also being rejuvenated in the attention, critics say radio adverts are are the key positives and youth market as it is becoming a critical fleeting – usually around 30 seconds – negatives of radio advertising medium for youth empowerment with raising the question of whether listeners from a business perspective. more and more interest developing around will remember the message later. youth-centred and youth-led shows Also, radio advertising is typically Pros: across the continent, says Mary Myers, a most effective at peak commuting ■ You can target your development communications consultant times when stations have captive advertising to a specific who has written several papers on radio audiences. However, these periods audience. Different radio in Africa. are frequently oversubscribed and the stations have different However, the efficacy of radio as a limited advertising and promotional slots formats, ranging from news/ consumer communications channel is consequently become more expensive. talk to programming that questioned by some in the advertising While these points have validity, in caters to different music industry, who argue that radio is often no Africa there are two key developments tastes, ages, languages, more than background noise – meaning which are boosting the appeal of radio geographic locations, advertising is lost on listeners because for marketers. The first is the explosive or even religions. they are rarely focused on the actual growth of regional radio stations. ■ A 30-second advertisement on radio is less expensive to produce and flight than a 30-second TV ad. RADIO PENETRATION ACROSS SELECTED ■ Unlike television ads, radio AFRICAN MARKETS advertisements can be produced very quickly. And Country % with Access to Radio % with Access to Mobile unlike magazine print ads, DRC 75% 83% you do not have to wait for Ghana 92% 89% the next issue to come out. Kenya 95% 85% TV and Radio advertising Cons: ■ While a reader can cut out Mozambique provide maximum reach – 93% your print ad and save it for watch more TV than other later use, a radio ad is very countries transient, playing over the Namibia 78% 93% radio for less than a minute. Nigeria Watching TV & listening 90% ■ Morning and evening to radio major past-time commutes are the key times Tanzania 98% 91% when most businesses want Uganda 97% 85% their ads to flight. But there Zambia 83% 71% are only so many slots to go Zimbabwe 59% 93% around, which can drive up Madagascar 90% 72% the cost. TV more popular than ■ Radio can often be Angola radio but not by much almost 100% background noise. You will South Africa 85% 100% need to run your ad more * Cellphone coverage mentioned as many phones are capable than a few times in order for of receiving radio broadcasts it to make an impact. Source: http://www.nielsen.com 16 strategicmarketingafrica Third quarter 2014 14-19 Radio v4.indd 40 2014/06/26 12:00 PM