We’ve seen a lot going on in Manchester’s commercial radio scene so far this month.

Hits Radio has replaced the nearly 30-year-old station, Key 103; Heart North West is taking steps to attract listeners displaced by the rebrand; and XS Manchester has launched a new breakfast show.

With these changes come new opportunities for brands and their audiences to connect.

As digital advertising continues to grow in popularity, we sometimes forget the power of traditional media channels, like radio and TV, to reach and emotionally engage audiences during key moments of their day.

Often, this occurs due to the increased pressure for campaigns to deliver immediate results, which may encourage a focus on the short-term, combined with a perception that digital channels outperform other media.

A recent study, conducted by Ebiquity and Radiocentre, identified a significant disconnect between the media channels that are being invested in and the ones which are demonstrating effectiveness.

This means that despite performing better in areas such as reach, return on investment, targeting and brand salience, channels such are radio are receiving less investment and consideration than they should.

If this is the case, we need to re-examine our perceptions about radio and how we combine it with other channels to enhance campaign effectiveness.

The station we listen to from day to day may vary, but the value that commercial radio delivers cannot be ignored.

The article was authored by Lucy Roue and published in ManchesterEveningNews.co.uk