No matter how advanced our media becomes, radio has stuck around through every significant innovation.
I remember listening to the newest hits on the radio as a young girl and the classic commercials that would come on in between songs. Everyone would sing along to the catchy jingle and laugh along even if we never planned to buy the product in the first place.
Nowadays, those commercials aren’t as common; there are more advertisements for services and events rather than products themselves. The world has moved onto online and visual advertisements.
However, I was reminiscing the other day, and it did get me thinking. How did the world get to the point where instant transmission was possible, and when did it start being used to advertise products? With a little bit of research, I found out the answers to my questions, as well as a newfound respect for radio.
Hey everybody! Stacy Smith here to share what I learned about the history of radio advertising. Whether you are just a naturally curious person like me or need to do research, I am excited to show you how radio became what it is today.
Without further ado, let’s get into it!
The First Radio Advertisement
When the first radio advertisement, the entire industry of advertising changed forever. Radios were instantaneous and could reach so many more people at a time than any newspaper could.
Officially, one of the first radio advertisements was by the Queensboro Corporation of New York. They bought it from the WEAF Organization in America by AT&T in 1922 for a measly $50. This was a first-of-a-kind deal in that day and age.
However, in terms of the very first advertisement sent across the radio waves, there are varying stories. One report shows a Hungarian telephone broadcasting service selling 12-second ad spots for 50 cents each. If I remember correctly, it was as far back as 1893!
America was an early adopter of utilizing the radio waves to sell products. There were many catchy jingles and funny catch phrases made to get people talking about certain products.
In other countries, like the UK, it took more time to use the radio as a means of instant advertising to the people. This is because the radio waves were controlled exclusively by the BBC.
By 1973 the UK had its first radio ad for Birdseye Frozen Food. Of course, by this time, radio was already a large part of American culture—regular ads between songs and entertainment segments were the norm.
Evolution Of Radio Advertisements
Early radios were used as simple communication devices, transmitting only Morse code. The concept of using them for entertainment and other news was not as popular until voice and audio were able to be transmitted.
An iconic turning point in how radios were seen was after President Roosevelt addressed the nation about the Pearl Harbor attack. Companies began seeing radio as a way to communicate with the country in real-time.
This brought about a “golden age” where radio as a medium exploded. During this period, many modern techniques of advertising were developed. Catchy jingles and funny commercials were just two methods used to catch the attention of the public.
Radio has come a long way from being a communication device to a source of entertainment that is widely accessible to the public.
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Modern Radio Advertising
Today, we are used to hearing these advertisements while on a drive or commute. With the explosion of social media and cell phones, radio does not have as large of a following. There is more focus on music and programs on the radio waves with commercials in between.
With a limited amount of time to speak to an audience, advertisements needed to evolve to draw in listeners more effectively. Over the years, a few types of advertising were developed that relied solely on audio.
1. Jingles
This is one of the most common types of ads that has carried over into modern forms of media (like TV and online ads).
Using a tune that gets stuck in your head is a great way to keep your product or service in people’s minds. Anytime a particular jingle is heard, people will immediately think of your ad. What’s more, these jingles worked perfectly with radio as they didn’t take away from the music content; it was just another addition to it.
2. Personal Testimony
These types of radio ads are structured to give a sense of assured quality by having a real person share their experience.
By having an unbiased person that says, “this product worked amazingly for me!” the likelihood of having customers increases. By being guaranteed a certain level of satisfaction, people are more welcoming to buy or try out whatever is being advertised.
3. Live Reading
Radio personalities have become largely influential to their listeners, having built up a rapport over the years. Their voice and opinions are valued by the public, and people feel they can be trusted.
Companies can hire these talents to read a script about their product or service. You could say it is similar to your favorite influencer advertising a new product on their social media platform.
4. Sponsored Ads
One of the most commonly used forms of advertising is the sponsored ad in between a radio station’s content. These are short messages scattered throughout the program meant to instill a seed of the product in your mind.
These sponsored ads are barely noticeable unless you are looking for them specifically. For example, after a traffic or weather update, you may hear “brought to you by so and so company.” As they are so short and to the point, they are the most affordable forms of radio advertisement created, making them popular among companies.
Conclusion
Radio may be seen as outdated, but its ability to maintain a following even in the modern age is a testament to its longevity. From this one medium other forms of entertainment were born.
Podcasts and talk shows would not be the medium that they are without the radio. It is always important to go back to your roots to fully appreciate just how far the world has come. With it lasting as long as it has, radio is certainly a commendable achievement in the entertainment industry.
Hopefully, you have gained new insight into how radio advertising has evolved from a simple communicational tool to what it is today.
With that, I think I’ll switch on the radio and relive the old times. Till next time y’all!