Radio is a personal medium and has real live people who generate credibility like no other media.
It is far more believable than a medium which seem abstract Research has shown that radio is the medium with the longest exposure time. 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.