Radio advertising performs well for many different local industries. Its reach, localization and trust halo make it ideal for any media plan. New data and research indicate it performs exceptionally well for home services brands.
Let’s dive into the data on why radio advertising works for this vertical. Then, we’ll review tips to target these businesses.
The Data on Radio Advertising and Home Services Brands
Two studies represent how radio ads deliver performance for home services. The first is a report from Westwood One. Analysts reviewed the radio-centric media plan for a local pest control company.
The insights showed that radio listeners were more aware of the brand than TV watchers were. Their radio ads were also more memorable, with 48% versus 36%. Additionally, AM/FM radio listeners were more aware of this local brand than any others, including national providers.
Making radio the centerpiece of the campaigns helped this brand own its market.
Another report on radio advertising and home services offered further proof. The study surveyed heavy radio listeners, moderate ones and non-listeners. The heavy AM/FM demographic was likelier to be homeowners, use advertising to discover products and be interested in such services.
The research correlated the characteristics of regular radio listeners and their propensity to need home services and be engaged by radio advertising.
Why Does It Matter?
Airtime advertising dollars have been dropping for years. The political boost was great for 2024, but 2025 won’t have this bump. As advertisers plan their spending, they may focus too much on digital media and forget the value of radio.
This research and other facts about radio’s ability to engage offer a window to a new conversation. It provides objective data that radio works for home services. Airtime and digital advertising work better together, and you can relay how reaching radio listeners can spur decisions when a consumer needs the service.
Only a small portion of the audience would be in the market for the service at one time. However, radio can be a constant reminder and build awareness. When that person needs pest control, a contractor or a plumber, those radio ads may come to mind.
It makes the case for continuous advertising to keep brands in a consumer’s memory!
Tips for Targeting Home Services Companies for Radio Advertising
With this information and the direct connection to performance, your sales team can make the case for radio ads. Remember to also explain who’s listening to radio and how often. The RAB is an excellent source for this.
When sellers discuss home services as a vertical to feature, these tips can help.
Let Businesses Know They’re Missing Out on Reaching Radio Listeners
Radio listeners are a diverse demographic, but you know from data that they tend to be homeowners and interested in services related to their property. That’s the first part of the conversation.
Next is pointing out competitors that are using radio, whether through your stations or others. If companies have no share of voice in radio ads, they cede that category to others.
Describe How Audio Ads Are Exceptional at Attention and Recall
Another study we previously shared revealed that audio ads outperform video in terms of attentiveness and recall. This means listeners retain more information than watchers do. Why?
- Audio listeners may be more attentive.
- They can’t “mute” the ad while listening to the radio.
- People are often ad-blind to what they see but catch more of what they hear.
- Radio listeners tend to trust radio more than other media.
Advise Advertisers on Messaging Approaches That Build Brand Awareness
The key to any successful audio ad is conveying who the brand is, what they do and where they work. Repeating their business name is essential, but they can also gain more engagement when their ads:
- Highlight social proof (ratings, reviews, etc.).
- Involve some type of humor, which may lock in the memory.
- Convey quality.
- Include easy-to-remember promotions.
Depending on what they want to promote and to whom, they can use some or all of these approaches.
Demonstrate How Radio Provides a More Captive Audience
AM/FM radio listening continues to dominate while people are in the car. Commuting has recovered, so more people are in the car. It’s a more captive audience than TV watchers, who may be multitasking. Scheduling ad spots during likely commuting times offers a great chance to connect to this audience.
Emphasize Radio and Digital
As sellers chat with home services companies, their strategy should be radio and digital in an integrated campaign. These perform better than tactics in a silo. Each has the potential to amplify the other, and your salespeople can be a single source for both.
These are complementary tactics that further the goals of brand awareness and conversion. If a listener remembers a company name when the need for the service becomes urgent, they’ll likely head online. They may encounter many digital ads, from SEM (search engine marketing) to social media.
If the brand has a presence, people could click on these ads and convert on the company’s website. Even if they don’t the first time, retargeting continues to be that nudge to contact the business.
Radio Advertising for Home Services Works
Home services can make up many local advertisers. They are routine advertisers but may be sleeping on the radio opportunity. It’s time to remind them, and you can do so with these data points and strategies.
Check out more resources on radio advertising:
Study Reveals AM/FM Radio Advertising Helps Brands Create and Convert Demand
How Can Radio Get a Bigger Share of Local Advertising Dollars?
