MEERKAT Radio Advertising

Radio Advertising Campaigns from the Experts

The MEERKATs bring decades of experience in creating, planning, negotiating, buying and delivering bespoke radio advertising and digital audio campaigns that make an impact. From concept to execution, we create engaging and memorable audio ads that capture attention and drive results.

Over the years, MEERKATworks has worked with a diverse range of brands, crafting compelling scripts, selecting the perfect voiceovers, and producing high-quality audio that resonates with target audiences. Our portfolio includes campaigns for Gressingham Duck, Pickering’s Gin, Chestnut Tree House, St Barnabas, Universal Orlando, the Italian Tourist Board, Novasol and the National Pet Show, among many others.

Listen to some of the radio ads and digital audio campaigns we’ve written and produced – each one tailored to suit the brand’s unique message, tone, and audience. Whether it’s an emotive charity appeal, an upbeat promotional ad or a storytelling-led campaign, MEERKATworks knows how to make radio work for you.

Is radio advertising still effective in 2025?

Did you know that the first British radio commercial to air in the UK was for Bird’s Eye Fish Fingers?

It was a 60-second spot created for Bird’s Eye by Lintas that went out on the newly launched commercial radio station, LBC, at 6.08 am on 8th October 1973. It heralded the beginning of what has become a multi-billion pound industry for radio advertising. Today, the industry remains buoyant and strong, with ad spend in the traditional radio advertising market predicted to be a volume of £647.54m in 2025. This is firm evidence that radio advertising is still a significant and effective part of advertisers’ marketing mix.

Radio advertising vs Digital audio

Key reasons why radio advertising remains an important part of the marketing mix are the relatively low cost of radio advertising (with a good entry level to wide audience reach), plus its demonstrated ability to progress alongside both technological developments and the changing needs of the audience. As the media landscape continues to digitise, the emergence and growth of digital audio has added another popular means for listeners to enjoy their favourite stations.

The most fundamental difference between radio and digital audio advertising is the way in which listening takes place. In order to access digital audio, the listener needs both an active internet connection and a connected device, whereas traditional radio simply requires a plug/battery and an aerial, with the mast dictating the reach of the output.

We are spoilt for choice when listening to our favourite stations in the UK:

• AM/FM radio
• DAB digital radio
• Desktop/laptop computer
• Smart phone
• Voice-activated speaker (such as Alexa)
• TV

It is important to underline that digital audio can include live radio listening, but the difference is in the device that is being used and the way in which the ads are delivered. When buying a campaign on a traditional AM/FM station, you can reach all listeners within the coverage area of the aerial mast.

However, when buying a digital audio campaign on live radio, the campaign can be planned to reach a specific audience down to city/town/postcode level (e.g. households with children in Aberdeen). In this way, digital audio provides advertisers with an ever greater ability to pinpoint areas and audiences.

The growth of digital radio

UK radio broadcasters have been on a digital journey for almost 30 years, with the launch in the mid-1990s of DAB digital radio and the more recent emergence of internet radio and online audio services.

The government’s Digital Radio Action Plan, launched in 2010, aimed to provide a clear framework to encourage the industry to work together towards securing a robust digital future. Since 2013, the partnerships developed as part of this Digital Radio Action Plan have supported steady growth, boosted by the transition of radio listening in-car and more recently by the emergence of connected audio devices. In 2018, digital listening passed the 50% of all radio listening threshold.

The Power of Sound – The impact of radio and digital audio advertising

When discussing the impact of radio advertising, it is important to recognise the ‘Power of Sound’. Sound is an incredibly potent sense. Humans develop the ability to hear from around 18 weeks in the womb and at about two to four months, a baby will begin to respond to the different tones that they hear around them. A 3-month-old baby will likely start to cry if they hear fighting or raised voices in the room. However, if they only see it, they probably won’t cry.

The sense of hearing is not only used for hearing and understanding, but also as a “mood maker”. The acoustic signals that the sense of hearing picks up awaken emotions – it sets the tone. Imagine how differently you would feel if you heard a siren in the street versus your favourite song when you are cooking at home.

Heidi Carroll, the Founder of MEERKATworks, learnt first-hand about the ‘Power of Sound’ in radio advertising when she joined the Sales team at Kiss100 and Magic FM in 2001:

“I had previously worked in print advertising, and I won’t lie, it was tough selling radio advertising at first because unlike print, there wasn’t anything to show a potential client. What I learnt was to encourage people to explore the concept of theatre of mind – not to show someone a picture of the river they want to sail down, but to play them the sounds of the river and use words to bring that river to life. We all have our own minds, and words and sounds allow people to build up their own personal image of the product or service. Looking at something can make you want it, but it might also put you off because it’s the not the river of YOUR dreams. Imagining that same river in your own head, triggered by sound alone, can be a very potent means of making you want to sail down it, stay in a hotel beside it…”

How to create an effective radio ad campaign

MEERKATworks is a long-established and highly regarded radio advertising agency. We have 20 years’ of experience writing and producing radio ads that utilise the ‘power of sound’. The MEERKATs know and understand the complexities, skills and “nitty-gritty” details required to create effective radio commercials and digital audio advertisements for our clients.

For example, the average length of a radio advert is 30 seconds, so it is imperative to select not only the message that is ‘spot on’ for the audience, but also the appropriate word count and the most compelling voice/music/sound bed, to clearly, effectively and imaginatively communicate the message within the timeframe. One second too long, or even 0.5 second too long, and the ad won’t be cleared by the station to go on air.

If you’re considering creating a radio advertising campaign, do get in touch. We’d love to help you bring your brand to life through the power of audio.

Why radio advertising continues to be a significant in marketing spend

Despite the growth of media choices in recent years, radio still provides a popular one-to-one, “tune-in” sanctuary for listeners. It can provide companionship, to allow listeners to discover new music and provide content that helps spark conversation.

The accessibility of radio allows listening and advertising placement in areas and situations that other media may have difficulty reaching. For example, you can listen to the radio as you have a shower, tidy up the garden or drive a car – you wouldn’t do any of these things as you read a newspaper or watch TV. This feature of radio listening means advertisers can effectively target audiences at the right time and in the right place. For example, if you want to talk to people about food and drink, you could advertise to them as they eat, drink and cook whilst listening to the radio. You could likewise speak to them about health and well-being while they are outside running, at the gym or in the garden.

Benefits of radio advertising for businesses

Radio advertising is widely recognised as an excellent means of helping businesses grow. For example, it has been shown to boost brand building by an average of 52% and pay back £7.70 in revenue for every pound spent (Source: Radio Centre).

Radio is also regarded as one of the most trusted advertising media – meaning it provides a safe and reliable space for brand advertising.

How to plan an effective radio advertising campaign?

At MEERKATworks, our high-impact radio planning services are carried out on a completely bespoke basis. Alongside our creative expertise, we have 20 years of experience planning and buying radio campaigns for a diverse range of businesses. Our clients tell us that we know our “radio onions”. Here’s the framework we use to tailor the planning process for each brief:

• Set out radio campaign goals, objectives, and budget
• Identify target audience and pinpoint areas
• Examine channel landscape – FM/DAB etc.
• Identify channels/ stations/ dayparts most relevant to target audience
• Develop messaging and call to action
• Create radio / digital audio/ podcast ad according to chosen ad format, length, V/O, music etc
• Identify cost-efficiencies
• Set frequency, schedule and dates
• Campaign measurement

Find out more about individual campaigns the MEERKATs have worked on: the radio promotion planned and bought by MEERKATworks for Boston USA on Absolute and the launch of Pickering’s Gin on Forth 1 Radio.

Like to know more?

MEERKATworks is an independent media planning and buying agency with burrows in Edinburgh and Brighton, founded in 2005. We are award-winning experts at planning, buying and creating advertising campaigns for businesses, large and small. We excel across many sectors including Food and Drink, Education, Events, Charity and Travel and our media plans are always bespoke and carefully designed to fulfil your unique goals.

The MEERKAT team’s in-depth knowledge and expertise extends throughout the media landscape, from Digital and Programmatic to OOH (Out-of-Home), TV, Radio and Print.

As a proudly independent media agency, we relish roaming free in the wild and getting stuck into briefs of all shapes and sizes. So, why not call the MEERKATs on 01273 760 100 or drop us a line? We’re friendly and don’t bite… unless you’re a scorpion!