Radio is a completely unique media in the way it’s consumed. Gone are the days when the family all huddled round the wireless for the evening’s broadcast. Radio is now a mobile medium, consumed on the go. Either whilst you’re getting ready for work, doing the school run, in the office or washing the cat, the radio is on and that’s its biggest strength.

It means advertisers can get their message to the potential customer on their way to the shops, just as they discover they’ve run out of marmalade or just as they’ve had enough of their old car. Radio is the only medium that can penetrate people’s lives like that and being so close to the point of the purchase decision makes radio one of the most effective advertising media available today.