Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Radio Ads Boost Brand Affinity, Positive WOM

November 10, 2011
  |  6,670 views

People who are exposed to radio ad campaigns demonstrate high levels of engagement with brands at all stages of the purchase funnel, and particularly across metrics such as brand affinity and advocacy, according to a study by Ipsos OTX MediaCT in partnership with Katz Marketing Solutions.

The new study compares results among consumers who had been exposed to radio ad campaigns (via listening to at least one station airing the ads) with a control group of people in the same market who had not listened to those stations.

Among 23 campaigns evaluated, on average, consumers' exposure to radio ads generated a lift at all stages of the purchase funnel, from brand familiarity (16%) to purchase consideration (12%), and most dramatically in brand affinity (39%) and recommendation (advocacy) (38%):


Below, additional findings from the Radio Effectiveness Study, by Katz Marketing Solutions and Ipsos OTX.

Radio appears to be successful across a variety of industries. Ad campaigns for movies, financial services, retail, consumer durables, and fast food were evaluated in the study; all showed stronger results among radio station listeners than the control group of non-listeners.


Wide Ranges in Creative Impact

Though the results comprise averages of 23 campaigns, overall impact did vary based on the perceived likeability of the spot.

Commercials that had high likeability (likeable among 53% of audiences) had roughly twice the impact across most creative metrics, compared with the least liked spots (likeable among 29% of audiences).


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

Comments

  • by David Kitongo Wed Dec 14, 2011 via web

    I didn't realize that radio was such a powerful medium, can the findings in USA be generalized to other parts of the world where the listener-ship is even higher.
    Great article.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!