Media, PA -- (SBWIRE) -- 12/15/2015 -- A wide variety of radio advertisers enjoy their greatest return on investment during the month of January every year, according to Mark Lipsky, President & CEO of The Radio Agency, a national radio advertising agency based in Media, PA.
"Immediately following the Christmas holiday, the absence of holiday retailers drives down the cost of radio advertising," explains Lipsky. "Pair that with every American's desire to 'do better' in the New Year and you have the perfect match between motivated buyer and low-cost marketing to reach that buyer."
January is historically the lowest volume month of sales for radio stations and networks. Direct marketers seize upon the opportunity to buy radio advertising time at low rates and tap into the consumer's New Year's Resolution mindsets to lose weight, make more money, live a healthier lifestyle and enjoy more of the finer things in life. This broad "live a better life" umbrella extends to virtually every product category, making January an idea time to take advantage of the season's lower advertising rates.
"We often see advertisers testing under-the-radar in the fall, measuring results of one creative approach versus another," says Lipsky. "That way, when the post-Christmas advertising rates kick in, advertisers are poised to buy all of the bargain-priced ad inventory that's available and run the best-testing advertising message and call to action. That ways, there's no time wasted on testing offers and incentives when low-priced inventory is plentiful."
Radio's bargain basement rates usually kick in the day after Christmas and continue into early February. There's typically a slight bump in rates in early February for Valentine's Day and President's Day sales, then lower rates will return until early spring, when rates rise around Easter, Mother's Day, Father's Day and Graduation Season.
"Rates are supply-and-demand driven," explains Lipsky. "And while there are abundant opportunities during the year for value buys, there is no time quite like January when the 'New Year's Resolution mindset' creates the perfect opportunity to solve many consumer problems."
About The Radio Agency
The Radio Agency helps national, regional and local radio advertisers leverage the best marketing results from the many and varied platforms of radio, including AM/FM, Streaming, Satellite and Podcasts. For more than 20 years, The Radio Agency has created, produced, planned, placed and managed campaigns for many of America's best loved brands on radio.
Contact Mark Lipsky at Mark@TheRadioAgency.com or 610-892-7300 x108 for more information about advertising on radio.