Is it in the car? On the train? In the office? In the kitchen? When you’re out walking somewhere? In the gym, or just for those crucial 20 minutes as you get up and get dressed?

The fact is, pretty much all of us listen to the radio whilst doing something else – it’s how we use radio. This is why radio is known as a ‘secondary media’. In other words, because we’re only using our ears and our emotions – we’re perfectly capable of doing something else at the same time.

So, even after we’ve produced really strong audio creative for you – how do you then harness a media which is strong because it’s background – but is also a challenge because it’s…background?

Well, from the media perspective, the answer is FREQUENCY. Or as we call it in radio, OTH (Opportunities To Hear).

OTH is the critical way that we measure, advise and plan the intensity of your campaigns.  OTH is important because it determines how much listener recall there is for your radio advertising campaign. Too little OTH will mean your advertising message won’t be easily remembered, too much OTH (using the same commercial) could mean you spend more than you need to.

Because this is such an important factor, our planning team make sure they build every campaign with the OTH needed to meet the campaign objectives. They’ll also work with our creative team to provide the best advice on how many radio commercials should be produced to ensure the balance is right.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. @timcradioexpert

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