Why Radio’s Advertising History Showcases the Medium’s Power
At this stage, the Home Depot theme song is iconic. Supremely catchy. And especially for a company that specializes in helping “Doers Get More Done”, its bloody motivational.
It’s fair that you’d expect nothing less from a company worth over $330 billion. But something about that signature will likely surprise you - and may even surprise the most ardent radio supporters.
The jingle accompanied 2.6 million radio spots in 2019. That equates to 7,123 every day.
As a frequenter of any list highlighting radio’s biggest users, Home Depot knows radio’s uncanny power.
But it wasn’t always like that. While the medium has been around for well over a century, its growth is anything but flat.
By venturing back into where radio started, has been, and is for the world of advertising, businesses may get a better sense of where it’s all headed. So let’s scratch a history itch via a supremely powerful medium for business owners and consumers alike.
Radio Advertising Historical Timeline
1909: Charles Herrold creates the first radio station. No ads yet, but music and entertainment galore.
1922 (Part 1): The first ever advertisement on radio airs. Thanks to a company alive and well today known as AT&T. Funnily enough, it was almost an accident. In 1913, the vacuum tube was a critical patent for Bell Telephone, a subsidiary at the time of AT&T. That very patent, as innovation continued over the next nine years, would prove crucial to radio. The first actual advertiser to take up AT&T on their offer for ten minutes of this thing called “airtime” to promote their business? The Queensboro corporation of New York, in an effort to spur purchase of their real estate.
1922 (Part 2): Part 2 of 1922, the year most experts believe one could say “radio advertising began. Remick’s Music Store co-owned the KFC radio station (100% unaffiliated with Colonel Sanders). Once a week, Remick’s would host a program where they would play music…and inform listeners they could own the records just by coming to their store.
1926: The first jingle airs. Wheaties, courtesy of the General Mills company, would explode in popularity after its catchy tune and self-referencing as “The best breakfast food in the land”.
1930: The first in-car radios were introduced by Galvin Manufacturing Corporation. You can imagine the impact this increased accessibility and listenership had on business owners’ enthusiasm for radio. Fun fact: the radio itself was given the name Motorola. The product would go on to be so successful, founder and CEO Paul Galvin changed the name of his company to Motorola.
1938: Orson Welles takes the world by storm with a radio adaptation of H.G. Wells’ 1898 novel The War of the Worlds. The program consisted of fake news segments detailing New Jersey becoming invaded by aliens. Laugh now, but at the time, this gripped people like Shaquille O’Neal grips a banana. Millions thought it was completely real. So while it was not directly business- or advertisement-related, it showed industries worldwide that creativity could not only exist on the radio, but utterly thrive.
1954: Regency debuts the first pocket transistor radio, powered by battery. Yeah, about that whole “expanding reach” thing radio’s known for.
1970: The Corporation for Public Broadcasting formed National Public Radio, or as it’s more commonly known, NPR. This is crucial not just for the immense popularity this would bestow upon radio, but it would tweak the financial pipeline for stations. See, NPR does not air commercials. They do, however, air sponsorship messages. These provide listeners knowledge of what organization or business is supporting NPR and, of course, what product or service they offer as well. A true win-win.
2006: In a true milestone of innovation and continued format dominance, WIYY (FM) out of Baltimore, MD becomes the 1,000th station broadcasting an HD signal.
2010: Congress passes the Local Community Radio Act (LRCA). This was the first substantial introduction of local, community-oriented radio, to larger urban areas. Bottom line, it was an incredible service to the non-behemoth companies.
2013: A combined net balance of $17 billion is calculated for terrestrial, satellite & internet radio. Imagine telling that to Charles Herrold 104 years prior to this.
2020: The Federal Communications Commission authorized stations to adopt all-digital operations if they so wished.
2023: Over 92% of Americans listen to the radio each week, translating to an audience of 235 million listeners, most of whom are eager to hear about the businesses with whom they share their community.
Conclusion
So, I didn’t want to spoil the timeline’s format too much, but looking back, notice the connection of three aspects.
Innovation
Convenience
Popularity
Ultimately, notice how that trio yields growth.
Data is always nice to have in your evidence briefcase. But because local radio is the backbone of Iliad Media Group, we see and use its unparalleled power every single day. Dozens of Treasure Valley and Twin Falls businesses have benefitted enormously from collaborating with our smart, fun, and caring team whose tools are as strong as their attitude.
So if you or someone you know has a business that wants to generate more sales by reaching the most engaged listeners in the Treasure Valley, we want to be your confidant, partner, and best friend to help get the word out about your business.
Click below to see how we can work together to get your message heard.
