Inside Radio recently wrote about a Nielsen Audio’s “Six R’s Offer Proof on Why Radio Delivers”. Here is some of the article:
Remind: Radio’s Recency Delivers. Radio has long been known as the medium closest to the point of purchase, or viewing—a concept known as recency. When a major TV network used radio on game day to drive viewers to a series of sporting events, a Nielsen study tracked people who were listening to radio and heard the spots. “The radio ad more than doubled the tune-in rate for people who heard it within 90 minutes of the program airing,” Kelly says on MediaVillage.com.
Register: Radio Is a Powerful Digital and Purchaser Driver. Driving large numbers of consumers online is seen as one of the medium’s hallmarks. A separate Nielsen study bears this out. The analysis shows that people exposed to a radio ad three or more times had a higher likelihood of doing online research and taking action to purchase, when compared to those who weren’t exposed to the radio advertising. Says Kelly, “The study elevates radio’s effectiveness in driving people to a marketer’s online properties and shows how purchase intent increases with radio campaign exposure.”
Reinforce: Radio Elevates the Media Plan. As marketers increasingly use “omni-channel” campaigns that play across media platforms, radio has been shown to reinforce advertising messages on television, digital and all other media platforms. That’s key when marketers are looking to maximize their total media plan. “A Nielsen study found that people who heard an ad on the radio had a significantly higher recall of the same advertiser on other media platforms, including TV, print, online and out-of-home when compared to those who had not heard any radio ads for that advertiser,” Kelly says. In one example, those exposed to the radio ads had a 35% higher awareness of the same ad on TV compared to those not exposed to the radio ad.
Relate: Branding Spots and Celebrity Power. “Branded and celebrity-voiced radio spots relate with consumers—and when both types are used in combination they increase message memory, engagement and resonance,” Kelly says. While a Nielsen Consumer Neuroscience study found that branded spots without celebrity voices activated people’s memory, the celebrity-voiced ads better increased engagement and resonance. “The combined power of those two types of spots demonstrates an effective way to relate and connect with consumers,” he says.
Reach: AM/FM Radio Connects with 93% of American Adults Weekly. Radio’s continued position as the media’s top reach medium is a message the industry continues to shout fr
fom the rooftop. As advertisers work to ensure their ad reaches the intended audience, it’s worth repeating—especially given radio’s ability to reach 92% of the sought-after Millennial generation. “Whether it is a call for a new product trial or a political message to influence voters, radio effectively delivers audiences with precision and engagement,” Kelly says. “In the midst of this political season, radio continues to demonstrate its value and rightful place in the campaign media mix by reaching nine out of 10 registered voters each week regardless of party affiliation.”
Return: Radio Advertising Positively Impacts Bottom Line Sales. Nielsen has conducted a series of studies across ad categories that calculate radio’s return on investment—in actual dollars and cents. Demonstrating the medium’s effectiveness is critical at a time when advertisers are looking for higher returns from their media buys. For instance, a home improvement retailer saw $9.48 in sales for every $1 spent in radio advertising. “This type of return on ad spend and radio’s ability to better quantify its financial impact is key to attracting incremental ad dollars,” Kelly says.
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