How does it work? The proof of radio’s effectivess

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

The Awareness Multiplier Radio Effectiveness The Sales Multiplier 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 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 radio’s 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”

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

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

The evidence for radio’s 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

Sainsbury’s 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% Uplift in awareness Source: The Awareness Multiplier, Millward Brown

IN-MARKET AUDIENCE (ready to respond now) Radio and newspapers Ad avoidance challenges an advertiser’s ability to reach new consumers Source: Radiocentre

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

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

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

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

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

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

Radio and the internet

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

Radio and the internet are natural partners... The internet is best at...Radio is best at... Helping me find informationKeeping me company Saving me time and troubleHelping me to relax Giving me what I want when I want it 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 only Radio and internet 6% 27%

Radio prompts follow-up online Source: Other Lines of Enquiry Base: 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 + own price promotion Source: dunnhumby % change vs. period preceding promotion

Radio in isolation

Radio’s multiplier effect 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 + 180% + 350% + 15% + 27%

Thank you Research sources: The Awareness Multiplier Study (Radiocentre/Millward Brown) The Sales Multiplier Study (Radiocentre/dunnhumby) You can’t close your ears (Radiocentre/Clark Chapman) The benefits of synergy (RAEL) Radio & online (Radiocentre/IAB/Other Lines of Enquiry) Radio and the internet (RAEL) For further information go to: