Radio reaches everyone.

Traditional radio reaches around 53 million people every day – an impressive 75% of the German population. This makes it the undisputed leader in the audio advertising market. No other medium can achieve comparable mass reach during the day or activate consumers as quickly.
 Radio is evolving into audio and, unlike other media, is not being cannibalized by digitalization. Instead, it benefits from additional distribution and reception channels. Radio programming – including advertising breaks – is broadcast across a wide range of channels, for example via DAB+ in the car or as online audio through websites, smart speakers, apps and more. In addition, podcast usage continues to grow steadily: 50% of the population already listen to podcasts.
 

The perfect everyday companion & touchpoint medium.

Whether during the morning routine, in the car, at work or while doing household chores – radio places your advertising message directly in the ears of your target audience, anytime and anywhere.
Radio is mobile and is also listened to away from home – for example, by around 32 million drivers every day while on the road. Listeners do not switch away from radio, and there is no ad blocking. Radio listeners tune in to just 1.8 stations per day, with an average listening time of four hours. Radio is therefore an integral part of people’s daily lives and is ideally complemented by the growing use of podcasts, which tend to be listened to in the evening. This enables campaigns to be delivered to precisely defined touchpoints depending on the time of day and specific needs.

Radio is unbeatable in terms of efficiency.

Radio allows campaigns to be planned and implemented quickly and effectively without putting unnecessary pressure on the budget. Compared with other media, radio offers one of the most cost-efficient CPMs, making it a key medium for efficient media planning. This cost efficiency applies not only to media costs, but also to the development and production of radio spots, which are exceptionally cost-effective and can be produced and implemented quickly.

Precision & flexibility guaranteed.

Thanks to the regional reach of radio stations, campaigns can be targeted and adjusted with exceptional precision and flexibility. In addition to regional targeting, customised start dates and creative splits, campaigns can also be tailored based on listeners’ consumption and purchasing behaviour. Our national radio combos also offer a wide range of targeting options – including school holidays, weather conditions, flu indices or your individual sales focus. Radio advertising also stands out for its short lead times: from concept and production to campaign booking – if time is of the essence, your spot can go on air within 48 hours of delivery.

Radio drives sales and activates consumers

Radio is a key medium for increasing sales and return on investment. It activates potential buyers and provides relevant decision-making support throughout the customer journey - making it effective throughout the entire funnel, from awareness to conversion. Thanks to its wide range of touchpoints, radio is often consumed directly in situations of need or use. In addition, it is also frequently the last media contact before a purchase, providing direct impulses for in-store shopping. E-commerce can benefit significantly from radio advertising as well: both visits to advertised online shops and Google searches can be substantially increased.

Brand building also works through sound.

Audio creates pictures in people’s minds and engages listeners – and emotions are a key factor in brand building. Radio advertising also increases brand awareness and makes a significant contribution to long-term brand building. It can therefore have a lasting influence on listeners’ brand preferences. Even campaigns heard as “background noise” can have a positive impact on brand perception. Audio identity is also becoming increasingly important: for maximum advertising impact, a clearly recognizable brand identity is essential. Whether it is a jingle, sonic logo, brand voice or melody, audio offers countless opportunities to create a distinctive brand presence.

Brand safety in a trusted advertising setting.

The advertising setting is also crucial to a brand’s image. Channel selection is essential for brand safety, as advertising messages in digital media can, for example, appear alongside questionable content.
Radio is the medium of choice for securing efficient, low-risk advertising settings. Our premium stations provide additional safety for your brand. Attributes such as credibility, informative content, quality and trustworthiness are strongly associated by radio listeners with the stations in our portfolio.
Our premium podcast channels also offer a high level of brand safety thanks to their precise planning capabilities.
Leverage the positive halo effects of our advertising settings for your brand.

Radio is the medium of trust.

Compared with other media, radio is the medium that listeners in Germany trust most. It is a familiar companion in everyday life – its regional presence and proximity create an emotional connection between listeners and stations. Radio is considered the most credible of all media. And it’s not just listeners who trust radio. You can also rely on reliable audience measurement, proven advertising impact and brand-safe advertising settings.
 

More sustainability in the media mix.

Sustainability is becoming an increasingly important factor – not only from a social and political perspective, but also for companies. As a result, considering CO₂ emissions is also gaining importance relevant when selecting media for advertising campaigns.

In addition to resource-efficient spot production, radio and audio can also perform well in terms of CO₂ emissions. According to the Green GRP online calculator: in cross-media comparisons, radio/audio and DOOH are the media channels with the lowest emissions.