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.
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