It makes your business appear larger than it really is. There is a perception among customers that companies that do a lot of advertising are successful or they couldn't afford to advertise. I can hear what your saying next. Companies that do a lot of advertising are also overpriced to pay for that advertising. I also feel that in rural areas people listen to the radio more in the morning and during the day than at night.
Most people are TV people in the evening and radio people in the morning.
Chances are you wake up to a clock radio rather than a TV on a timer. My budget is too small, I can't afford 42 spots. Many small businesses don't have a large advertising budget. For many it takes every cent just to purchase inventory and meet the payroll. The real purpose of advertising is not just to spend money but to grow your business.