To be effective and productive, brand building campaigns need to reach a wide audience, and customers to spark an emotional response, attract and create fame and publicity for the advertised business. With high levels of listening (two-thirds of adults ,tune in to commercial radio every week) radio is effective at delivering high reach for advertisers, and its main content – music – is inherently emotional. Industry research shows that campaigns that use radio are on average generate 80% more likely to make brands far more famous.