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Radio can also play a powerful role helping to build brands in the longer term.

Some business owners believe that brand-building is a luxury that has no impact on short-term success. However, wide-ranging advertising industry studies reveal that strongly branded businesses benefit from more effective, more efficient, and more profitable advertising across all time frames. 

To be effective, brand building campaigns need to reach a wide audience, spark an emotional response, and create fame for the advertised business. With high levels of listening (two-thirds of adults tune in to commercial radio every week) radio is effective at delivering high reach for advertisers, and its main content – music – is inherently emotional. Industry research shows that campaigns that use radio are on average generate 60% more likely to make brands famous.