Lugna favoriter – the perfect place to buy radio ads?

Is “Lugna favoriter” useful as a marketing channel? And for who?

In marketing it’s sometimes about continuity and with safe and reliable/measurable audience, of course. The score for Lugna favoriter on this mark must be very high.

But, how many music songs do they actually air?  Is it 50 or maybe tops 60? Again and again and… What does this tell about the audience? Or is this its advantage and it’s strength.

Who listens to the radio station? What kind of person? According to RAB its target audience is between 25-59 years old, 58% are women and they listen 1 hour and 46 minutes a day. And many workplacelisteners in comparision to other stations. 

To advertise to an audience that requests the same songs every time and doesn’t want to listen to more than 60 songs… even during those 1h and 46min. I guess the advertisers need to use that method as well.

If the audience wants to listen to the same music over and over, I presume they want to listen to the same ads – again and again.

Use the format of Lugna favoriter or similar radio stations as a channel but buy time for a loooong period of time. Maybe even years. Use the same ads or simular ads, perhaps new versions of the same idea. But not too different.

Sometimes the others come in, outside the target audience. They have to pass by a workplace, a hairdresser, a shoemaker, shop or mall. All tuned in to the station. The others doesn’t regularly listening to the station. Some never. They are probably a bit angry and no longer in the mood of buying either at the shop or the products marketed in the radio ads after 10 minutes in the store. It has happened to me.

But can it still be the perfect place to buy radio ads for the target audience, despite the negative impact on some of the others? As long that you advertise as the listeners request – for a long time and with continuity.

In other words;  no change –  be boring! The perfect scenario would be if you have done a great ad in late 90s and you simply reuse it for eternity….

You can listen to it here.  Watch out for Seal and Duffy.