Think about it, millions of people listen to the radio on a daily basis, the radio is what wakes people up in the morning, it is what people listen to whilst making and eating breakfast and whilst in the car on way to work. On top of this a lot of people are listening to the radio whilst they are actually at work, in their lunchtime and while they are travelling home. Due to the amount of time that we actually spend listening to the radio it is actually becoming an increasingly powerful advertising medium and as most stations include adverts on all of their shows you are likely to reach a bigger audience than you would with any other type of advertising.