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Published byChaim Nichols Modified over 10 years ago
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How does it work? The evidence for radios effectiveness
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Radio effectiveness – the headline findings How ad avoidance challenges media effectiveness How radio successfully combines with other media
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The Awareness Multiplier The Sales Multiplier Radio effectiveness – the headline findings
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The Awareness Multiplier How did we conduct the research?
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Radio lifts advertising awareness by 3% for every 100 ratings Ave. Source: Millward Brown Brand Awareness index
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Radio is four times more cost-effective than TV Source: Millward Brown
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The Sales Multiplier Radio effectiveness – the headline findings
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The Sales Multiplier How did we conduct the research?
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Radio lifts sales by 2.2% for every 100 ratings Source: dunnhumby Ave. Average = 2.2%
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The evidence for radios effectiveness Radio effectiveness – the headline findings How ad avoidance challenges media effectiveness How radio successfully combines with other media
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Advertising is increasingly ubiquitous
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65% AGREE There are so many commercial messages these days it is overwhelming
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Source: Clark Chapman Research % of ads by medium which are hard avoided by medium High levels of ad avoidance hinder outreach in traditional media
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% 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
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Source: Clark Chapman Research % of ads by medium which are hard avoided by medium High levels of ad avoidance hinder outreach in traditional media
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Source: Clark Chapman Research Even higher ad avoidance for internet advertising BannersPopups % of ads by medium which are hard avoided by medium
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The evidence for radios effectiveness Radio effectiveness – the headline findings How ad avoidance challenges media effectiveness How radio successfully combines with other media
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Radio and TV
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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
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Different modes and mindsets
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Sainsburys Getting front of mind at relevant times 41% picked up a recipe card
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What happens when 10% of a TV campaign is redeployed to radio? Radio and TV +15% Source: The Awareness Multiplier, Millward Brown
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Radio and newspapers
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IN-MARKET AUDIENCE (ready to respond now) Radio and newspapers Ad avoidance challenges an advertisers ability to reach new consumers Source: RAB
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IN-MARKET AUDIENCE (ready to respond now) PRESS RADIO Radio and newspapers Ad avoidance challenges an advertisers ability to reach new consumers Source: RAB
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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
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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
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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
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What happens when 50% of press ads are redeployed to radio? Source: RAEL, The Benefits of Synergy Radio and newspapers
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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
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Radio and the internet
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Source: Other Lines of Enquiry Base: 523 A high proportion of broadband users are listening to radio when online
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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
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What happens when 50% of internet ads are redeployed to radio? Radio and the internet Source: RAEL – Radio and the Internet Study
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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%
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Radio prompts follow-up online Source: Other Lines of EnquiryBase: 310 who listen to radio when online
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Radio multiplies traffic to brand sites Source: University of Lancaster. Base: 55 % visiting test brand sites
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Radio and price promotions
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Brand I Radio vs. competitor price promo Total Volume Source: dunnhumby % change vs. period preceding promotion
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Brand I Radio vs. competitor price promo Total Volume Source: dunnhumby % change vs. period preceding promotion
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Brand I Radio vs. competitor price promo Source: dunnhumby % change vs. period preceding promotion Total Volume
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Brand I Radio + own price promotion Source: dunnhumby % change vs. period preceding promotion
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Brand I Radio + own price promotion Source: dunnhumby % change vs. period preceding promotion
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Source: dunnhumby % change vs. period preceding promotion Brand I Radio + own price promotion
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Radio in isolation
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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%
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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: www.rab.co.uk
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