The value of radio is gradually no longer being underestimated for advertising campaigns.
Notably, researchers who assess the relevance of different communication vehicles have already pointed out that, in recent years, especially since the pandemic, radio has gained even more importance and muscle.
The number of listeners increased, it became the focus of greater advertising investment, with an increasingly greater return for advertisers, and it consolidated its position of penetration in all social classes, from large urban centers to the most remote, distant regions, which often still do not have access to the benefits of other channels.
What an incredible thing, although it is not exactly news to those who are directly involved in the benefits that radio produces for society.
Audiency discovered this a long time ago. Since the company was founded philippines phone lookup we have been making a big move with the statement that: Radio makes a difference! And how.
Radio is booming!
One of the discussions, in terms of marketing, most evident in the second round of the presidential elections this year, 2022, was the so-called broadcasting of each candidate's daily inserts on radio stations.
Very interesting questions came to light, on various aspects, greatly increasing the value of radio in communicating with the public.
Now, with the advent of media checking referred to by one of Audiency's contractors in the electoral campaign, the value of radio has evolved.
There is no precedent for discussions on this subject in previous election campaigns, as there was never any mention of the impact of this media or any procedure for checking the broadcasts.
Now, radio is at the center, at the top of the importance to achieve the objectives of many advertising campaigns.
Media checking has changed radio
What was missing in this context has now become more prominent, that is, the more effective need for control, checking or the much-discussed audit (which, by concept, is nothing more than a check).
Firstly, this is not a punitive inspection of broadcasters, but rather a process that includes the campaign strategy, the distribution and control of content (spots) to broadcasters and finally checking (in the most common term, checking).
In the advertising environment, this is more common, as checking is already included in the campaign project.
In the electoral campaigns, it came to light in the 2022 presidential election.