|
|
Unaided Recall
for Different Media
Mixes |
|
Read: 6% of
those
exposed to
two Internet
ads and no
Radio ads
could recall
the
advertised
brands.
* =
significantly
different
from two
internet ads
at 90%
confidence
level.
Percent
recalling
brands
advertised
Adults 18-54
 |
|
The Study
Using Harris Interactive's
research panel of Internet
users, respondents were asked to
evaluate content rather than
advertising. Advertising was
embedded in the content, and the
ad effects were measured after
exposure to the content.
Respondents had a choice of six
different types of Radio
programs and six different
website types for their
"evaluation."
Two matching
groups of participants who were
exposed to one or the other of
the following conditions: Two
Internet: Two exposures to an
Internet ad One Internet, One
Radio: One exposure to an
Internet ad, and one exposure to
the corresponding Radio ad
The ads used
in the test came from eight
actual ad campaigns in a wide
variety of product categories.
Each of those campaigns actually
had used both Radio and website
advertising. The Radio ads were
all 30s; the related website ads
were a mixture of static images,
and Flash animation of varying
sizes.
|
Unaided Recall by
Age Group |
|
* =
significantly
different
from two
internet ads
at 90%
confidence
level.
Percent
recalling
brands
Adults 18-54
 |
|
|
ROI: Profit Per
Ad Dollar (Overall
Estimates) |
|
TRP-weighted
4-Advertiser
averages,
indexed to
TV average
in test
Profit per
ad dollar
index
 |
|
This "real
world" study was conducted by
Millward Brown and Information
Resources, Inc. (IRI). Our
objective was to go a step
beyond some prior research, in
which RAEL identified
implications of better ROI for
Radio, based on assumptions of
Radio's cost being less than
television. With Millward Brown,
IRI, and the significant
cooperation of four national
advertisers who wish to remain
"masked," we were able to design
a robust study, in the U.S.,
that involved multiple
advertisers.
|
Unaided Brand
Recall |
|
2
TV/Newspaper
ads vs. 1
TV/Newspaper
+ 2 Radio
ads
Recall score
indicates
(Approximately
100
respondents
per group) |
|
For
advertisers, we believe this
study is valuable from several
perspectives:
-
We already know how valuable
Radio can be as a way to reach
people that are missed or
underserved by other media. This
study now suggests that Radio
may be undervalued as a way to
affect consumers that are
reached by television and print.
-
While Radio can often be a
potent alternative to other
media, the current study
provides more reasons to
consider using Radio as part of
the media mix (as long as
Radio's presence in the mix is
heavy enough). And as suggested
by past studies on imagery, this
study provides further evidence
of Radio's ability to
communicate an advertiser's
message and have it received,
remembered, and played back by
consumers.
|
An Estimated 49
Million Americans
Listened to Online
Radio in the Last
Month |
|
Percent who
have
listened to
online Radio
 |
|
Source: 2007
Arbitron Inc./Edison Media
Research
Base: Total Population
12+ |
|
Radio Reaches
Newspaper Readers
and Non-Readers |
|
Radio Reaches 87.3% of the 52.9%
of readers who usually read the
Front Page section, and reaches
80.2% of the 47.1% who don't
usually read the Front Page
Section. |
|
Radio reaches 84.3% of the 23.2%
of readers who usually read the
TV Schedule/Book section, and
reaches 80.2% of the 76.8% who
don't usually read the TV
Schedule/Book section. |
|
Radio reaches 88.6% of the 27.3%
of readers who usually read the
Sports section, and reaches
82.2% of the 72.7% who don't
usually read the Sports section. |
|
Radio reaches 85.4% of the 24.2%
of readers who usually read the
Food section, and reaches 83.5%
of the 75.8% who don't usually
read the Food section. |
|
Radio reaches 87.9% of the 25.9%
of readers who usually read the
Business section, and reaches
82.6% of the 74.1% who don't
usually read the Business
section. |
|
Radio reaches 87.5% of the 21.8%
of readers who usually read the
Lifestyle/Fashion section, and
reaches 83.0% of the 78.2% who
don't usually read the
Lifestyle/Fashion section. |
|
Radio reaches 88.5% of the 9.7%
of readers who usually read the
Auto Classified section, and
reaches 83.5% of the 90.3% who
don't usually read the Auto
Classified section. |
|
Radio reaches 87.2% of the 10.0%
of readers who usually read the
Employment Classified Ads, and
reaches 83.6% of the 90.0% who
don't usually read the
Employment Classified Ads. |
|
Radio reaches 87.5% of the 16.3%
of readers who usually read the
Real Estate/Home section, and
reaches
83.3%
of
the
83.7%
who
don't
usually
read
the
Real
Estate/Home
section. |
|
|
|
Source: The
Media Audit-Year Dec. 2005/Dec.
2006 84-Market Report (Based on
Daily Newspaper Readership
estimates) |
|
Radio Reaches TV
Viewers and Light TV
Viewers |
|
Radio reaches 83.0% of the 24.9%
of adults who watch TV 7-9 a.m.,
and reaches 84.3% of the 75.1%
of adults who don't watch 7-9
a.m. |
|
Radio reaches 81.4% of the 27.7%
of adults who watch TV 9
a.m.-4p.m. and reaches 85.0% of
the 72.3% of adults who don't
watch 9 a.m.-4 p.m. |
|
Radio reaches 81.2% of the 28.6%
of adults who watch TV 4-5 p.m.
and reaches 85.1% of the 71.4%
of adults who don't watch 4-5
p.m. |
|
Radio reaches 83.6% of the 45.4%
of adults who watch TV 5
p.m.-prime, and reaches 84.3% of
the 54.6% of adults who don't
watch 5 p.m.-prime. |
|
Radio reaches 86.1% of the 60.7%
of adults who watch primetime
TV, and reaches 80.7% of the
39.3% of adults who don't watch
primetime TV. |
|
Radio reaches 85.4% of the 29.2%
of adults who watch late evening
local news, and reaches 83.4% of
the 70.8% of adults who don't
watch late evening local news. |
|
|
|
Source: The
Media Audit-Year
Dec. 2005/Dec.
2006 84-Market
Report (Based on
Daily Television
Viewing
estimates) |
|
Radio is Strong
During TV's
Primetime |
|
|
|
Source: RADAR
©93, June 2007.
© Copyright
Arbitron
(Monday-Sunday 7
p.m.-midnight
Cume Audience) |
|
