RAB Focuses On Housewives
The Radio Advertising Bureau has published a guide to targeting housewives for radio advertisers. Called ‘Using Radio To Reach Housewives’, it suggests some practical measures for advertisers targeting this group.
The RAB defines the key targets in this group as female housewives aged 25-54, showing they have a habitual shopping routine concentrated at the end of the week.
Commercial Radio reaches 68% of core housewives every week, and this rises to 85% over the course of four weeks. In fact, the research shows that Commercial Radio has an excellent reach of the most valuable part of the ‘main shopper’ audience, and is an ideal medium for:
- building frequency
- getting closer to the moment of purchase
- getting closer to the time when purchases are planned
Housewives aged 25-54 are disproportionately likely to be Commercial Radio listeners according to the RAB, which is valuable information for advertisers, and the most efficient airtime for reaching this audience is on Saturdays and Sundays.
Rupert Steele, head of media planning services at the RAB, said: “Housewives are a fundamental target audience for advertisers. Commercial Radio’s strength in enabling messages to be communicated to this group continues to grow.”
To access the RAB publication “Using Radio To Reach Housewives” from RAB ONline click here.
RAB: 0171 306 2555