How does it work? The evidence for radios effectiveness

Radio effectiveness – the headline findings How ad avoidance challenges media effectiveness How radio successfully combines with other media

The Awareness Multiplier The Sales Multiplier Radio effectiveness – the headline findings

The Awareness Multiplier How did we conduct the research?

Radio lifts advertising awareness by 3% for every 100 ratings Ave. Source: Millward Brown Brand Awareness index

Radio is four times more cost-effective than TV Source: Millward Brown

The Sales Multiplier Radio effectiveness – the headline findings

The Sales Multiplier How did we conduct the research?

Radio lifts sales by 2.2% for every 100 ratings Source: dunnhumby Ave. Average = 2.2%

The evidence for radios effectiveness Radio effectiveness – the headline findings How ad avoidance challenges media effectiveness How radio successfully combines with other media

Advertising is increasingly ubiquitous

65% AGREE There are so many commercial messages these days it is overwhelming

Source: Clark Chapman Research % of ads by medium which are hard avoided by medium High levels of ad avoidance hinder outreach in traditional media

% of ads which are hard avoided by medium Source: Clark Chapman Research % of ads by medium which are hard avoided by medium High levels of ad avoidance hinder outreach in traditional media

Source: Clark Chapman Research % of ads by medium which are hard avoided by medium High levels of ad avoidance hinder outreach in traditional media

Source: Clark Chapman Research Even higher ad avoidance for internet advertising BannersPopups % of ads by medium which are hard avoided by medium

The evidence for radios effectiveness Radio effectiveness – the headline findings How ad avoidance challenges media effectiveness How radio successfully combines with other media

Radio and TV

Radio and TV Low ad avoidance gives radio greater outreach * Exposure = total reach of 16-44s, net = reach adjusted for avoidance levels Sources: Rajar, Barb, Caviar (15-44), Clark Chapman 21.3m 23.1m Total exposure*Net exposure* 15.9m 17.5m

Different modes and mindsets

Sainsburys Getting front of mind at relevant times 41% picked up a recipe card

What happens when 10% of a TV campaign is redeployed to radio? Radio and TV +15% Source: The Awareness Multiplier, Millward Brown

Radio and newspapers

IN-MARKET AUDIENCE (ready to respond now) Radio and newspapers Ad avoidance challenges an advertisers ability to reach new consumers Source: RAB

IN-MARKET AUDIENCE (ready to respond now) PRESS RADIO Radio and newspapers Ad avoidance challenges an advertisers ability to reach new consumers Source: RAB

WIDER AUDIENCE (not yet ready to respond) IN-MARKET AUDIENCE (ready to respond now) PRESS RADIO Radio and newspapers Ad avoidance challenges an advertisers ability to reach new consumers Source: RAB

WIDER AUDIENCE (not yet ready to respond) IN-MARKET AUDIENCE (ready to respond now) The effect of ad avoidance PRESS RADIO Radio and newspapers Ad avoidance challenges an advertisers ability to reach new consumers

Source: RAB WIDER AUDIENCE (not yet ready to respond) IN-MARKET AUDIENCE (ready to respond now) The effect of ad avoidance PRESS RADIO Radio and newspapers Radios low ad avoidance enables it to get messages under the radar

What happens when 50% of press ads are redeployed to radio? Source: RAEL, The Benefits of Synergy Radio and newspapers

Source: RAEL – The benefits of synergy. Base c 100 respondents per group Radio and newspapers Unaided brand recall increases threefold 25% 70% Newspapers onlyRadio and newspapers

Radio and the internet

Source: Other Lines of Enquiry Base: 523 A high proportion of broadband users are listening to radio when online

Radio and the internet are natural partners… The internet is best at… Helping me find information Saving me time and trouble Giving me what I want when I want it Radio is best at… Keeping me company Helping me to relax Making me feel happy

What happens when 50% of internet ads are redeployed to radio? Radio and the internet Source: RAEL – Radio and the Internet Study

Radio and the Internet Unaided brand recall increases four-fold Source: RAEL – Radio and the Internet Study Base c 800 respondent Internet onlyRadio and internet 6% 27%

Radio prompts follow-up online Source: Other Lines of EnquiryBase: 310 who listen to radio when online

Radio multiplies traffic to brand sites Source: University of Lancaster. Base: 55 % visiting test brand sites

Radio and price promotions

Brand I Radio vs. competitor price promo Total Volume Source: dunnhumby % change vs. period preceding promotion

Brand I Radio vs. competitor price promo Total Volume Source: dunnhumby % change vs. period preceding promotion

Brand I Radio vs. competitor price promo Source: dunnhumby % change vs. period preceding promotion Total Volume

Brand I Radio + own price promotion Source: dunnhumby % change vs. period preceding promotion

Brand I Radio + own price promotion Source: dunnhumby % change vs. period preceding promotion

Source: dunnhumby % change vs. period preceding promotion Brand I Radio + own price promotion

Radio in isolation

Radio with TV = + 15% prompted awareness Radio with newspapers = + 180% unaided brand recall Radio with internet = + 350% unaided brand recall Radio with price promos = + 27% more customers Radios multiplier effect + 180% + 350% + 15% + 27%

Thank you Research sources: The Awareness Multiplier Study (RAB/Millward Brown) The Sales Multiplier Study (RAB/dunnhumby) You cant close your ears (RAB/Clark Chapman) The benefits of synergy (RAEL) Radio & online (RAB/IAB/Other Lines of Enquiry) Radio and the internet (RAEL) For further information go to: