Did you know that more than 90 percent of people over the age of 12 in the United States still listen to radio regularly? Radio has a higher audience base than television, computer use, and even smartphone use!

Given that stat alone, you might start to wonder if radio advertising is a good investment for your home improvement company. The short answer is likely yes, but read on to find out a bit more before you start making plans for an ad script.

Radio Ad Spend Is Growing

Advertisers spent around $17.9 billion on radio advertising in the United States in 2019. That number is projected to grow to $18.4 billion by 2023, which indicates that those who are currently using radio advertising find it lucrative.

Radio Is Strong Across All Demographics

People in all age brackets listen to the radio on a monthly basis, and the percentages of people tuning in don’t change that much whether you’re talking Boomers, Gen-Z, or anyone in between. Across all age groups, the percent listening on radio regularly is between 90 and 94%.

The same is true when you look at other demographics, which makes radio a great diversifier. No matter who makes up your target audience, you can likely reach them on radio.

Radio Helps Ensure a Captive Audience

More than 70% of people who listen to radio do so in their cars. That removes the chance they’re getting up to go to the bathroom during ads or clicking rapidly away from ads (as they might do online). That means you have a better chance of connecting and getting your message heard. Plus, the prospect then drives around with that message implanted in their brain, which gives them time to truly consider whether their windows need your services.

Since people also listen to the same radio stations on a regular basis, they’re likely to hear your ad multiple times, helping to build those all-important marketing touchpoints that can eventually lead to a conversion.