Your radio ad: A media with a strong daily presence that is listened to everywhere all the time and generates traffic!

Une radio posée dans l'herbe pour illustrer l'accompagnement de l'agence Mediagenic pour la planification de vos campagnes à la radio

Benefit from the daily presence and listening of radio advertising everywhere, all the time.

Radio is the preferred medium for people aged 15 and over in Switzerland. Its penetration rates are impressive: in German-speaking Switzerland, almost 80% of the population listens to the radio every day for around 2 hours. In French-speaking Switzerland, almost three quarters of the population listen to it for around 100 minutes a day, and in Italian-speaking Switzerland more than 80% for around 110 minutes.

90% of Swiss households own a radio receiver. Even in the age of the Internet, radio has retained its primary role as a medium for information, entertainment and advertising. 90% of Swiss households own at least one radio receiver, and almost half already have a DAB+ set.


In Switzerland, we differentiate between public service and private radio stations. On private stations, advertising is permitted, while on public stations only sponsorship is allowed.

Radio can be listened to anywhere, at any time of day: at home, in the car, at work, etc. With the advent of digital technology, its audiences are expanding even further, and now you can even watch the radio!

As an advertiser, it’s an ideal medium for developing in-store traffic! Broadcasting an advertising spot on the radio can help you reach a large audience of listeners, including your target : let your company’s voice be heard on the radio !

Why run a radio campaign: the advantages of this century-old medium

There are many reasons why a company or organization might consider a radio campaign. In short, a radio campaign can be a wise choice for companies or organizations wishing to reach a large and diverse audience in an efficient and cost-effective way.

Here are some of the most common reasons:

What format should you choose for your radio campaign ?

The choice of radio campaign format will largely depend on the campaign objective, target audience, budget and the type of product or service you wish to promote. 

Here are some of the most common formats for radio campaigns:

It’s important to consider these elements carefully before deciding which format to use for your radio campaign. We help you make the right choice for your radio campaign.

Mediagenic can help you set up your radio advertising campaign.

Don’t hesitate to ask us about setting up your radio campaign. Media planning, communications strategy, contacts with advertising agencies, media buying and results analysis are all managed by our team.

Are you convinced by the impact of radio advertising? Contact us to start your new campaign!

Frequently asked questions to our media agency about radio advertising

Find out the answers to the most frequently asked questions about radio advertising below.

Why choose radio advertising for your business?

There are several reasons why a company might choose radio advertising to promote its product or service:

Wide reach: Radio is a very popular medium that reaches a large number of people. By broadcasting your ad on a radio station, you can reach a large audience of potential listeners.

Targeting: Radio stations often have specific audiences, based on age, gender, interests or geographic location. So you can choose a radio station that matches your target audience and be sure that your ad will be played to the right people.

Affordable: Radio advertising is often less expensive than other forms of advertising, such as television. This can be a wise choice for small businesses with limited advertising budgets.

Creative flexibility: Radio offers great creative freedom in terms of advertising. You can use sound effects, voice-overs, music and jingles to create a memorable, impactful ad.

Emotional impact: Radio can have a strong emotional impact on listeners. Ads can use music or sound to evoke emotions and create an atmosphere conducive to the purchase of your product or service.

Integration with other channels: Don’t think that radio advertising has to do its job alone. It can be integrated with the other marketing channels you use to create a well-rounded campaign. Radio and social media integrate well together and deliver results, both through organic searches and paid campaigns. Thinking about how you can combine your radio advertising with other channels is an essential part of a successful strategy. 

You can have a common strategy where a radio ad can drive listeners to your social media channels for more information. You can also imagine a marketing event centered around social networks, to which the radio ad would redirect interested listeners.

In conclusion, radio remains a major medium, with AM/FM stations available in every genre, from talk shows to rock radio, and a growing online trend of people setting up their own Internet radio stations. Radio offers great reach for your product or service, and the return on investment can be interesting, so it’s an option worth considering.

Of course, as with every other aspect of your communications strategy, preparation is key. Identifying the best radio stations on which to place your ads, and the time slots best suited to your products or services, is a crucial step in planning your campaign. 

Online radio is also worth considering, as it can be accessed worldwide via the Internet, and it can be easy to track relevant data and indicators. Your final choice can deliver excellent results on the KPIs that matter to you, and it’s also worth considering testing new campaigns locally before rolling out your wings nationally or globally, especially if you’re on a tight budget.

How do I set up my radio advertising campaign?

There are several stages in setting up a radio advertising campaign. 

Before you start planning your radio advertising campaign, you need to define your objectives and the results you want to achieve. For example, you might want to boost sales or encourage customers to visit your website.

Once you’ve defined your objectives, you need to identify your target audience and the radio stations they’re most likely to listen to. 

You then need to define your advertising budget according to your objectives and your target audience. Advertising costs vary according to radio stations, broadcast times and advertising formats.

Once your target audience is defined and your budget set, the advertising message can be created. You can work with your advertising agency, or entrust the production of the spot to a radio station or advertising sales house.

Once you’ve created your commercial, the media agency books the advertising space with the radio stations. 

In short, setting up a radio advertising campaign involves careful planning and close collaboration with radio stations to create a powerful advertising message and effectively reach your target audience.

Our media agency can support you every step of the way to ensure the success of your campaign and optimize your advertising investments.

Is radio advertising right for my company and my budget?

Radio advertising can be adapted to almost any business, whatever its sector or size. However, the choice of radio advertising will depend on a number of factors, including your advertising budget, your marketing objectives, your target audience and your advertising message.

In terms of advertising budget, radio advertising can be relatively affordable compared to other types of advertising such as television or online. Advertising costs vary by radio station, broadcast time and ad format, so it’s important to understand the costs involved before deciding whether radio advertising is right for your budget.

In terms of marketing objectives, radio advertising can be used to reach a wide audience and improve brand awareness, boost sales and encourage customers to visit your website or physical point of sale.

In terms of target audience, radio can be an interesting option for companies looking to reach specific audiences, such as the elderly or motorists. It’s important to choose radio stations that match your target audience, and to broadcast your advertising messages at times when your target audience is most likely to be listening to the radio.

Finally, the advertising message must be creative and adapted to the radio format, which is an audio medium. You can work with an advertising agency to create a commercial that meets your marketing objectives and is effective in reaching your target audience.

In short, if you have the right advertising budget and can effectively target your target audience with a creative advertising message tailored to the radio format, radio advertising can be an effective option for promoting your business and achieving your marketing objectives.

How to run a successful radio advertising campaign?

For a successful press advertising campaign, it’s essential to clearly define the objectives of your advertising campaign, define your target audience, design an impactful message and ideally set up an incentive for listeners to interact with your company (promo code, web address, etc.) and thus measure the results of your campaign. 

How can you measure the performance of your radio campaigns?

In radio, there are several key indicators to measure the performance of your campaigns. 

  • The audience is a very precise measure of the number of people reached.
  • Coverage: the percentage of people reached by the radio plan on a given target
  • GRP (gross rating point): coverage X repetition (advertising pressure index = measuring the value for money of the campaign)
  • The GRP cost shows how well the station is positioned in relation to the competition. For each station you are interested in, you will be able to determine its ability to reach your main target before the campaign begins.

These figures provide a concrete measure of the effectiveness of the media planning you’ve put in place, and allow you to calculate your return on investment for your ad. By analyzing these figures, you can answer the question : did my target audience hear my company’s voice and my message when I broadcast my audio advertising spot ?

Does radio advertising have a future?

Radio reaches 90% of the population. This figure, which has persisted for years, is indicative of the great stability of this medium. The digitalization of radio will continue this trend for many years to come. In fact, there is now a much greater diversity of media on which to listen to the radio. 

Constantly monitoring these developments, MEDIAGENIC offers you customized solutions and   to broadcast your radio spots in the right place at the right time. We build effective communication strategies to help you achieve your   and/or sales objectives. We work with you to optimize and rebalance media budgets to achieve optimum performance for your advertising.

What's the difference between radio and digital advertising?

Radio advertising and digital advertising are two very different types of advertising.

Radio advertising is a type of audio advertising. It is primarily intended to reach a local or regional (but also national) audience, and can be broadcast at specific times to reach particular listeners. Radio advertising can include commercials, program sponsorships or competitions.

On the other hand, digital advertising refers to any type of advertisement delivered online. It can include display ads, social network ads, video ads, search results ads and much more. Digital advertising can be precisely targeted according to demographics, interests, online behavior and geographic location.

In terms of measuring results, digital advertising generally offers more detailed metrics such as click-through rate, conversion rate, cost per acquisition and much more. Radio advertising, on the other hand, is often more difficult to measure in terms of return on investment.

Ultimately, the decision to choose between radio and digital advertising will depend on the company’s marketing objectives, target audience and advertising budget.

How much does a radio advertising campaign cost?

The cost of a radio advertising campaign depends on many factors, such as the length of the campaign, the number of commercials, the time of broadcast and the radio station chosen.

In general, the cost of radio commercials varies according to audience size, radio station reach, program popularity and commercial length. 

Costs also vary according to the region and city where the radio station is located. Radio stations located in large cities or metropolitan areas tend to charge higher rates than radio stations in more rural areas.

In short, the cost of a radio advertising campaign can vary considerably depending on a number of factors, but it’s possible to find options for every budget.

Contact our media agency for a personalized quote.