With streaming giants like Spotify and Apple Music dominating the music scene, it seems the radio industry is facing a grim future – or so we thought. GfK’s findings on radio consumption in Malaysia proved that people are still tuned in. News flash: radio is still a popular advertising medium.
In essence, how radio advertising works is that advertisers purchase radio commercials (aka spots) at local radio stations to promote their products and services on air. Radio stations in Malaysia are uniquely diverse - covering multiple languages such as English, Malay (Bahasa Malaysia), Chinese, and Tamil to cater to local listeners. Hence, understanding your target audience demographics is the key to choosing the right radio station(s) to broadcast your brand message.
Similar to how advertisers can select different digital advertising options (social media vs. website advertising), there are various types of radio advertisements available to suit a brand’s ad campaign needs. Here’s a quick rundown:
1. Live Reads
The radio DJ reads out an advert while they’re live on air. Radio listeners are more likely to engage with commercials that are read by familiar voices. This method is a quick way to make your brand stand out while reaching more people.
2. Sponsorships
“This traffic report is brought to you by Brand X…” - Heard it on the radio before? That’s an example of a sponsored segment. Sponsorship ads are commonly heard in news, weather, traffic, and sports segments, where listeners are more attentive. This advertising option is typically used for branding purposes and to boost brand recognition.
3. Commercials
Think full-fledged radio commercials: storyline, dialogues, voice actors, jingle, and the works. As this type of advertisement takes up a longer time slot, advertisers are able to craft a compelling brand message that will resonate with their target audience. Using a catchy jingle helps too. The powerful connection between music and memory is undeniable, that’s why we can easily identify a brand just by listening to its ad jingle.
Is radio advertising still relevant in Malaysia? Absolutely. Don’t just take our word for it. Need more convincing on how resilient radio is as an advertising medium? Check out these facts and figures from the Radio Audience Measurement Survey (RAM) - conducted by GfK, the global leader in data and analytics, in partnership with Commercial Radio Malaysia (CRM).
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