Advertising

As Perth's only talk radio station, 6PR is able to provide unmatched advertising opportunities for your business. Utilising the flexibility of talk radio, 6PR can offer recorded commercials as well as advertorials and live read alternatives.

The talk, news and information format provides a wide array of advertising and marketing opportunities beyond what all other Perth commercial radio stations are able to provide.

Here are some of the ways 6PR can work for your business:

    * Live Commercials
    * Recorded Commercials
    * Live Crosses
    * Outside Broadcast
    * Community Orientated Sponsorships
    * On Air Sponsorships
    * On Air Promotions
    * Off Air Promotions

6PR offers greater flexibility than other Perth commercial radio stations when it comes to combining more than one key element in making your advertising campaign work. Talk to us about having 6PR talk for you!
 

The Benefits of Talk Radio

Talk Radio is recognised as potentially the most powerful form of media currently in Australia. It offers incredible opportunities for businesses that have previously relied on either the press or TV to relay their message to potential customers.

Talk Radio is flexible. We can offer not only recorded commercials but also advertorials and live reads. Live reads are 'perceived' by the listener as an endorsement of the product by their favourite personality and add tremendous weight to any campaign.

Talk Radio is information radio. We are not limited by simply filling gaps between music to convey our sponsor's message. Our advertisers form an integral part of the show and are appreciated by our listeners.

Talk Radio attracts listener loyalty. People listen for longer, which means fewer spots are required to generate frequency of exposure. This leads to awareness and familiarity, which develops trust. This trust then turns to purchase intention.

Talk Radio is foreground radio. People listen to us more attentively and don't simply have us on as 'background music'.

Talk Radio is selective. It has the ability to contact a mass audience or pinpoint a specific consumer group.
 

The Foreground Factor

Don't just look for any audience when you buy radio advertising, look for an audience of attentive listeners. Perth's 6PR has that audience. When audiences listen attentively to Perth's 6PR, this is the foreground factor at work. Social researcher Hugh Mackay says: "One of the biggest mistakes made by the advertising industry over the years has been to bump all radio stations together and to regard radio as a background medium. We are natural eavesdroppers, we find the sound of people talking inherently attractive ..."

Talk radio listeners don't simply hear. They listen intently.

Continued research confirms that talk radio listeners pay more attention than music listeners. In 2000, AC Nielsen surveyed adults in Melbourne to measure attentiveness to different radio formats. The higher the score, the greater the level of attentiveness. Talk radio showed outstanding results with 57% of listeners saying they paid high listening attention compared to music radio stations with only 25% saying that they paid high listening attention.

According to AC Nielsen research, commercial talk stations scored an average of 7.5 out of 10 for attentiveness, while commercial music stations scored an average of 5.5. An earlier study conducted in Sydney in 1998 reported almost identical scores of 7.5 and 5.6 respectively.

Consumer attention has become the most powerful currency in today's economy. Talk Radio provides an audience that pays over 50% more attention than music radio. Thus as an advertiser you get 50% more for free.


Contact 6PR Sales
Phone: 08 9220 1400
Email: sales@6pr.com.au