Toy Brands Dial Into Radio

Following the debut in 1920 of Pittsburgh’s KDKA – the first station to receive a commercial broadcasting license from the U.S. government – radio has transformed itself from a medium for coded transmissions of weather reports, news summaries, and market information to a frequency medium that can successfully drive retail sales.  

“Radio is everywhere.  It’s ubiquitous and on the go,” says David Becker, president of TIA partner Blue Plate Media Services.  “Today, On-Air and Online radio networks are a viable option for marketers to dial in to your moving audience of kids…and moms.”

When executed properly, radio can successfully drive target audiences to retail.  But, as a frequency medium, radio usually requires that a message be heard multiple times within a given window to have the power to move its audience to action.  Before planning a radio campaign, marketers must determine whether radio will effectively reach their target audience … and whether the medium can communicate a message that will drive the target audience to action.

On-Air (Traditional) Radio:   Radio Disney is the #1 Destination for Kids & Moms

If a product’s play pattern and features can be communicated over the airwaves, and most importantly, if a marketer is trying to reach kids ages 6-11, tweens 8-12, or their moms, the experts at Blue Plate Media say that Radio Disney might be the solution for the marketing challenge.  The nation’s leading national radio network exclusively targeting a co-listening audience of kids and moms, Radio Disney can be the solution companies dial into when they have a national message and want to drive traffic to local retailers in key markets.

“We have seen toy brands use Radio Disney quite successfully in driving national awareness while also running a local overlay in key retailer markets,” says Becker.  “This market-to-market overlay does quite well in driving traffic to local retailers and it is an affordable heavy up where and when the extra push is needed.”

Radio networks will frequently script and produce a spot, mitigating the high costs that would traditionally be associated with TV commercial production and testing.  This makes it easier for marketers to conduct a test campaign that will “measure the mettle and ROI of radio.”   


For those that have the resources, studies confirm that a combined TV- Radio buy means increased opportunities for emotional messaging, extended brand awareness, and a more powerful campaign than using TV or radio alone. 

David Becker, President, Blue Plate Media Services

Published 05.16.10