It reaches you when
7.3 %* of Finns, about 288 000 people*, visited a website or a store because of a radio ad in the past three months. Radio does that in situations where no screen is in use: in the car, at work and around the house.
01
When radio works
Radio works when the message has to land without a screen. It reaches the listener in the car, at work and around the house. The channel suits both awareness and a tactical message, where repetition is what counts. 6.3 %* of Finns, about 247 000 people*, looked for more information because of a radio ad in the past three months. We plan, build and optimise the mix that fits the objective at hand, and we size it precisely.
02
A few lessons from the channel
Radio is the cheapest mass contact for a local network of outlets. Its contact volume is also underestimated in planning as a rule, so the channel ends up too small in the plan. In audio, the number of spot versions decides whether people listen to the end. With one version the listener stops paying attention as soon as the ad is recognised. With several versions, listening to the end stays high. Reserve at least three or four versions for the campaign. Consumer response varies considerably between media, and the content of the message matters in relation to the objective. The split that works best is three blocks: hero messages, consideration messages and tactical messages. On radio a tactical message works when the point is said at once and repeated at the end.
03
How we work
People do the work: a strategist, a planner, a specialist and an analyst. We negotiate the deals with the radio houses and choose the stations and listening moments by the shape of the audience's day. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: spot versions for every region and outlet, and the tracking of results. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.
04
Sources
* NØRR3 Media Insights, Norstat panel, August 2026, n = 2 022, aged 18 to 74.
Examples of what we do
- Media strategy and channel selection
- Radio and digital audio
- Deal negotiation with the radio houses
- Stations and listening moments from the audience's day
- At least three spot versions per campaign
- Reach and frequency measurement
- Marketing Engine
Related Cases
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