120 million Nigerians own more than 200 million radios in Nigeria and, contrary to the predictions of doom, radio still fills a strategic advertising role for businesses both large and small. It is a relatively inexpensive way of reaching people, and it has often been called the “theater of the mind” because voices or sounds can be inexpensively used to create specific moods or images.
Nigerians love listening to radio a lot, because of the epileptic power supply in Nigeria. The level of traffic holdup in Lagos state all make lots of people listen to the radio. Most people when they are held up in the traffic jam will rather listen to the radio for press report, sport and other programs. Radio offers information such as: news, weather reports, traffic conditions, advertising and music. Radio is the most selective of the media, with individual stations providing access to target audiences of almost every demographic description. Many stations have positioned themselves to reach specific audience segments instead of the total market. In one marketplace, one station may only play local music, another contemporary music, a third only sports, while others feature 24-hour news broadcasts or talk shows.
To some degree, radio has become an integral part of the Nigerian culture. Millions wake to the sound of clock radios, and for many, the radio is the last sound they hear before going to sleep. As a medium, it brings a sense of urgency that is second to none. It offers a form of entertainment that attracts listeners while they are working, traveling, relaxing or doing almost anything else.
Benefits of Radio Advertising
•Radio, like television, has the ability to quickly reach a large number of people. It efficiently targets narrowly defined segments of the market. Especially the lower class Nigerians.
•It is relatively inexpensive (both in terms of airtime and production costs) and because deadlines for placing radio advertising are relatively short, it provides advertisers with increased flexibility.
•Advertising on a given station can help reach additional audience segments to help expand a firm’s total market capability.
•The unlimited array of radio program formats allows an advertiser to focus on any target audience. By advertising in concentrated flights, an advertiser can appear to be much larger than he really is. After several days, listeners will think the company is advertising all of the time.
•Station personalities have a good rapport with their listeners. If a radio personality announces your commercial, it is almost as effective as an implied endorsement.
•Radio supports your printed advertising. Messages can be twice as effective by including phrases such as: “See our ad in the Sunday Times.”
•Advertising can be purchased on stations whose listener characteristics most closely approximate the profile of your company’s current customers.
•The advertising message need not be limited to a monologue. Vocal and instrumental music, as well as sound effects of every imaginable type can be inexpensively added, either individually or in combination.
Radio Stations in Nigeria
Cool fm, Rhythm, Eko fm, Radio Continental, Unity fm ETC.
For more information about making a radio jingle or buying media spots on radio, please contact us on the address above the screen.
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