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Radio

This research delves into the effectiveness of radio advertising, particularly for adults aged 18-60. It highlights the emotional connection radio establishes with listeners, making it a relevant medium for advertisers. Key findings include a significant boost in brand recall when radio is paired with TV or newspapers, showcasing synergy in multi-channel campaigns. With a 49% higher ROI than TV alone, radio proves to be a vital component of a comprehensive advertising strategy. Explore how emotional engagement and strategic radio usage can amplify your brand awareness and sales.

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Radio

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Presentation Transcript

  1. Radio

  2. AQH persons

  3. AQH rating

  4. Hour by hour

  5. Where listen

  6. Cume persons

  7. Cume rating

  8. Weekly cume rating chart

  9. Formats

  10. Format share

  11. Formats w/shares

  12. News/Talk/ Information Adult Contemporary Country Classic Rock

  13. Index

  14. Index Example News/Talk/Information Country Adult Contemporary Classic Rock

  15. P1

  16. P1 Example News/Talk/Information Country Adult Contemporary Classic Rock

  17. TSL

  18. TSL chart

  19. Broadcast Calendar

  20. Radio Research • 3 studies

  21. #1: Survey Adults 18-54 • Personal nature: Medium & advertisers are relevant to listener • Emotional: =TV; >Newspaper • “My” stations / “my” ads

  22. #2: Survey Adults 18-60 • Radio with TV or NP vs. TV / NP alone • With TV = +15% brand recall • Brand awareness • With NP = +100% brand recall • Brand awareness, persuasion, key message communication • Synergy

  23. #3: 4 Pairs of Campaigns • ROI 49%> TV • Radio increased sales, even with TV (maybe even better with TV). • Can measure effectiveness when Radio is used at sufficient weight.

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