RAEL FIRST STUDY WirthlinWorldwide

PERSONAL RELEVANCE, PERSONAL CONNECTION Wirthlin Study

Radio Ads’ Strengths Relative to Newspaper Ads Consumers see Radio ads as being more connected to them as individuals Wirthlin Study Advertisements are creative The advertising is this medium is more interesting and engaging Advertisements in this medium are intrusive I feel like the ads are directed more toward me personally Ads do a better job of reaching the people they are meant for I can do other things while absorbing the advertising in this medium The advertisements are more likely to hold my attention Remember ad longer because ads in this medium have more impact on me These advertisements are more likely to open my mind to new ideas Advertisers who use this medium are trying harder to reach me Advertisers who use this medium care more about reaching me personally Advertisements are more fun Radio is associated more with… Mean (rated on a scale of 1 to 7)

In Summary Synergy Findings +34% unaided brand recall +3 point first-choice brand selection shift Equal main message playback +280% unaided brand recall vs. newspaper only +7 point first-choice brand selection shift vs. newspaper only +62% main message playback vs. newspaper only Replacing one television or newspaper exposure with two Radio exposures resulted in equal or better effectiveness.

RAEL: The Radio Ad Effectiveness Lab RAEL:

The Mission To work with advertisers, agencies and Radio broadcasters… to further the industry’s understanding of how Radio works… and to measure its effectiveness. RAEL: The Radio Ad Effectiveness Lab RAEL: The Radio Ad Effectiveness Lab

Results to Date Three committed new studies so far: Personal Relevance, Personal Connections (The Wirthlin Study) –Published August 2004 The Benefits of Synergy: Moving Money Into Radio (The PreTesting Study) –Published December 2004 The ROI Study with Millward Brown and IRI –In the field now, results in Summer 2005 RAEL: The Radio Ad Effectiveness Lab RAEL: The Radio Ad Effectiveness Lab

Key findings include: Consumers connect emotionally with the medium and the advertising Radio ads are seen as more personally relevant than television or newspapers Effectiveness in Radio advertising is enhanced when built on a personal and emotional connection Personal Relevance, Personal Connections The Wirthlin Study

Compared to TV, Radio ads are more associated with these statements: Advertisements in this medium are more honest I am more likely to trust the advertising Advertisements are directed more toward me personally Advertisers who use this medium care more about reaching me personally Advertisements make me feel more connected to my community Personal Relevance, Personal Connections The Wirthlin Study

Compared to Newspapers, Radio ads are more associated with : Advertisers who use this medium are trying harder to reach me Advertisements are directed more toward me personally Advertisers who use this medium care more about reaching me personally Ads do a better job of reaching the people they are meant for Personal Relevance, Personal Connections The Wirthlin Study

The Premise: What’s the direct effect of moving some (but not all) ad investment into Radio? A lab test using real ad campaigns for five major advertisers 2 TV ads vs. 1 TV ad + 2 Radio ads 2 Newspaper vs. 1 Newspaper + 2 Radio Synergy Study

+34% unaided brand recall vs. television only +3 point first-choice brand selection shift vs. television only Equal main message playback vs. television only +280% unaided brand recall vs. newspaper only +7 point first-choice brand selection shift vs. newspaper only +62% main message playback vs. newspaper only Replacing one television or newspaper exposure with two Radio exposures resulted in equal or better effectiveness Synergy Study

What It Means Integrating Radio increases consumer impact, without increasing costs: Brand Recall Message Playback Persuasion (a precursor of purchasing) Synergy Study