With a lot more other advertising mediums, some advertisers choose to put their money on radio advertising. On that note, radio advertising in South Africa is richly growing. Also, they build listenership loyalty. Moreover, radio stations, in their different categories, have a group of people loyal to them. However, depending on the content the radio station produces, listeners know what they prefer. Additionally, radio is considered the most relevant medium for current affairs, sports, and entertainment.
Additionally, since the radio has a lot of different shows, advertisers further need to constantly study their target audience. For instance, if you are targeting the youth, your ads should be aired on youth programs. Furthermore, radio advertising rates give you the chance to get very creative on a small budget as you are relying on the customer’s imagination to create the visuals. On the other hand, listeners constantly create a bond with radio stations. Therefore, advertisers should take advantage of advertising.