An average person is exposed to 27 minutes of print media a day, 2h38 min of TV, and 4h10 min of radio. Radio gives the advertiser more opportunities to reach and motivate consumers wherever they are and whatever they may be doing. It's the medium most likely to be used closest to the time of purchase. It reaches beyond the literacy barrier, reaching into inaccessible areas, giving it a huge advantage above print media. One of radio's greatest strengths is its flexibility.
Advertisers can make copy and even schedule changes with less lead time than any other medium.
It can generate excitement and an air of urgency by alerting listeners to special events, and where they are taking place. It is the universal choice first medium of the day and satisfies the need to up-date on news quickly and efficiently. Radio gives topical issues a sense of credibility, e.g. Aids awareness campaigns and Cholera prevention campaigns. Research has proved that what consumers hear on radio, they generally believe. It's intrusive, requiring little effort from the listener to absorb the sales message.