The key housewife target group is definable as female housewives 25-54, as they account for a large part of grocery purchasing
On both weekdays and weekends the core housewife audience is at its greatest during the mornings, after which listening levels begin to taper. Many advertisers see the benefit of speaking to housewives at this time as an opportunity to influence their target audience in advance of their working or domestic day.The chance to influence what goes on the shopping list is significant; about two-thirds of housewives will do some pre-planning on what to buy before they go.
Gain loyalty/ gain trial/ increase frequency of purchase
Commercial Radio's reach of the housewife audience is very significant, with three-quarters of them tuning in over the course of a month.The figures for the core group of housewives 25-54 are even higher, with 85% tuning in over a month.Still higher are the figures for housewives with children, where reach is 71% over a week or nearly 90% over four weeks.
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The low cost of radio commercials means that radio can carry a series of different executions over time, depending on the various requirements of a brand over time.This can be helpful if a brand has differing regional needs. Radio also has a very intimate relationship with the listener, and if anything this is even stronger amongst women. Listeners see their radio station as a friend, and look to it for friendship and warmth as well as information, advice and entertainment. Brands can capitalise on this relationship and develop an emotional involvement with the listener.