GPM Ads talks about the role of radio in media strategy in a series of business breakfasts

From March to June this year, GPM Ads (the sales house of Gazprom-Media Holding) organized a series of business breakfasts, attended by representatives of advertising agencies, advertising market leaders, and business partners. During these private business meetings, heads of the Sales House divisions discussed the development of the radio advertising market.

Today, radio holds a strong position in the media consumption habits of Russians. Radio reaches 79% of the Russian population over the age of 12¹, with the weekly audience of Gazprom-Media Holding’s radio stations reaching 31.8 million people, or 49.9% of the country’s population². The growing popularity of smart speakers is also having a positive impact on radio listenership. Since 2021, radio consumption through smart speakers with voice assistants has increased by 45%³, and by the end of the first quarter of 2024, smart speaker sales in Russia grew by 33.3% compared to the same period in 2023, exceeding 1 million gadget purchases⁴.

The majority of listeners view radio advertising in a positive light: 78% notice radio ads, and 77% believe that ads for interesting brands and trademarks could be useful⁵. According to research by Provoke Insights and RAB (Radio Advertising Bureau), after hearing a commercial, 57% of respondents search for product information online, 27% discuss the brand with others, 19% purchase the product, 14% ask a smart device about the product, and 14% save the information for a later purchase⁶.

During the discussion, experts explored which radio ad formats are most in demand among advertisers. Using the classic ad format, it is possible to reach up to 60–70% of a given target audience within two weeks¹.

Sponsorship of programs and integration into special projects, including those with influencers, offers opportunities for powerful collaborations with radio stations. All this helps companies stand out in a competitive environment, engage unconventional activation mechanics, and increase brand knowledge.

Radio has long since moved beyond traditional broadcasting, attracting more attention and enhancing campaign effectiveness in combination with other media. For instance, a mix of TV and radio increases brand awareness, builds brand image, and effectively delivers key messages to consumers. Pre-airing a campaign on radio can enhance message perception speed on outdoor banners and improve memorability by up to 22% (according to ARN Research: Neurolab, 2023). Combining radio broadcasting with digital assets boosts search activity, driving brand-related search queries in browsers and subsequent user engagement through retargeting tools.

During the events, experts shared useful insights and presented standout cases with proven effectiveness.

Over the past four months, more than 200 people have attended a series of radio-focused business breakfasts organized by GPM Ads.

Yulia Andryushova

Co-chair of the RACA Radio Committee, Director of Business Communications and Analytics at GPM Radio, GPM Ads expert

The budgets for radio are making a louder impact. This is evidenced by the published figures for 2023, but also by preliminary market assessment data for the first half of 2024. Advertisers’ interest in radio has led to record figures over the past 10 years. It’s more than 30% sales growth in 2023, and nearly +40% in the first quarter of 2024. Radio is now included in almost all comprehensive advertising campaigns, enhancing the overall effect. GPM Ads has accumulated a sufficient number of real cases to substantiate this fact. At the same time, radio continues to maintain its advantages: speed, reach, accessibility, and is also gaining new competencies, including innovation and adaptability to new technologies. This whole range is well realized in the product line of advertising opportunities on GPM Radio stations, implemented by GPM Ads.

Viktor Pashchenko

Head of Radio Marketing Management, GPM Ads

Radio is no longer just the FM band. Mobile devices and voice assistants significantly expand the user experience of audio content consumers. New tools such as streaming, podcasts, on-demand broadcasts, video streams of live radio shows, and online concerts offer new opportunities for brands to communicate with their target audience.