RADIO Advertising in Nigeria


Radio advertising in Nigeria is a form of marketing strategy that uses the radio both traditional stations, and satellite and internet radio to boost a product or service.

It is a less costly form of advertising in many cases, compared to that of television advertising.

With the advancement in technology, radio advertisements are becoming improved when it comes to quality.

Regardless of the competition from other modes of advertisement, Nielson Audio reports that 243 million people listen to the radio and also listen to advertisements on the radio.

 Radio advertising in Nigeria has proven to be an outstanding medium for reaching audiences through its high penetration levels and repetition.

Radio adverts are also highly memorable and gives rise to excellent consumer recall and a high call to action.

Empire can propose the best stations for your target audience and objectives within Nigeria and help you project your radio adverts from start to finish.

Let’s dive into some radio advertising basics to help small businesses be quick-witted with how they buy radio adverts.



The format decides the audience the station appeals to and the message it delivers to advertisers.

Some of the most common radio advertising formats include:

  • Progressive rock
  • Alternative
  • Classic Rock
  • Golden oldies
  • Christian Rock
  • News and Talk Radio
  • Classical
  • Adult contemporary
  • Easy Listening



Some people may think that radio advertising is becoming more outdated because of the prevalence of the internet and other related advertising platforms.


However, this is not the case millions of people all over the country are still listening to the radio, with the majority of them listening from inside their vehicle or at their home.


Many companies are still administering marketing budgets to the radio to take advantage of the benefits listed below.


  • Selective Targeting

Each radio station within your market will target specific demographics and market segments.  These are usually designated by the programming, type of music being played, the on-air personality, and what time of day your radio advertising will run.


  • Increased Frequency

Radio advertising is described by many as a frequency medium. This means that radio relies on repetition, aka frequency of message to be effective, unlike television advertising which relies on reach and visual presentation.

Playing your advertisement numerous times (some say it takes 3 times hearing a spot before you internalize it, acknowledge it, and remember it) will ensure that your listeners will be familiar with your product or service.


  • More Memorable

Radio advertisements can be more extraordinary compared to written and visual adverts. According to researchers, sound can be stored effectively inside memory for a longer time than visuals. This is why some companies are doing their best to design a memorable jingle that will stick in the minds of those who will listen to it.


  • Cost-Effective

Radio advertising is cost-effective when compared to that of television and print advertisements. Usually, the cost to design the spot if you don’t have one will be included in the radio advertising campaign’s price.


  • Short Time to Market

When creating a television or print advertisement, the time frame needed to create a single commercial or print ad would span for weeks or even months. However, with radio advertisement, a radio host can advertise the product or service in a split-second.



  • Poor Attentiveness

One of the most common disadvantages of advertising on the radio is the poor attentiveness of the people who are listening. Many people are either changing channels on their radio when driving or are too absorbed on the road to pay attention to what is being said on the radio.


  • Lack Of Visual Appeal

Compared to television which uses the sense of sight and sound, radio advertising only influences one of the five senses sounds.

One way to offset this is to make use of additional advertising channels that the radio station has such as buying ads on their website or for sponsorships at events.


  • Buying Spots Can Be Challenging

Radio stations have regional sales reps that also profer spots to bigger brands. Often, these spots are organized far in advance and take inventory away from new advertisers; thus, sometimes the process of obtaining the spot you want when inventory is low can be difficult.

We suggest using a unique phone number or website address that can only be attributed to the radio advertisement. This will help you better track the feedback you’re getting from your radio advertising.





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