The Radio mediamultipler effect

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The Radio media-multipler effect

• Jason Brownlee
• Dollywagon Media Sciences

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We are a media sciences company

• Dollywagon

A small island in the North Atlantic
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but the football cheers us up
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The classic secondary medium

• Television
• Outdoor
• Newspapers
• Online

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Research Sources

• The Awareness Multiplier Study (RAB/MBrown)
• The Sales Multiplier Study (RAB/dunnhumby)
• Radio Outdoor (RAB/Acacia Avenue)
• The benefits of synergy (RAEL)
• Radio online (RAB/IAB/Other Lines of Enquiry)

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Radio Television
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The awareness multiplier studyRAB / Millward
Brown

• Measured increases in advertising awareness
• 17 brands tested across a range of product
  categories
• Survey conducted in 2 English towns

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The awareness multiplier studyRAB / Millward
Brown
Coventry
Derby
TV adverts only
TV Radio adverts
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Radio lifts advertising awareness by 3 for every
100 ratings
Awareness index
Average
Brands (A P)
Source Millward Brown
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Radio is much more cost-effective than TV
but costs 700 more than radio
TV delivers40 awareness
Source Millward Brown
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Radio is much more cost-effective than TV
but costs 700 more than radio
TV delivers40 awareness
Source Millward Brown
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If you switch 10 of a TV budget to radio you
get a 15 uplift in brand awareness
Source Millward Brown
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The Sales Multiplier StudyRAB / Dunnhumby

• Tesco Clubcard EPOS data
• 17 brands advertised on radio
• 2 English regions
• 1 with radio advertising
• 1 with no radio advertising

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Radio lifts sales by 2.2 for every 100 ratings
Average 2.2
Average
Source dunnhumby
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Radio Outdoor
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Radio OutdoorRAB / OAA / Acacia Avenue Research

• Qualitative research 10 Londoners aged 16-34
• 7-day photo-journal of radio outdoor
  advertising experiences
• In-depth interviews

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10,000
Source Acacia Avenue Research
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A network of brand associations that grows over
time
Source Acacia Avenue Research
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2 years to hardwire new brand associations
Source Acacia Avenue Research
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1. Variety
Ad campaigns that use more than one medium are
learnt more quickly
Source Acacia Avenue Research
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2. Frequency
Frequent repetition embeds messages more quickly
Radio outdoor is cost effective
Source Acacia Avenue Research
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3. Context
Receiving ad messages in different contexts can
strengthen brand associations
Source Acacia Avenue Research
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Radio Newspapers
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Radio NewspapersUS Radio Ad Effectiveness Lab
(RAEL)

• Lab-based test
• Distraction tests
• Unknowingly exposed to radio and newspaper
  adverts

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Un-prompted brand recall increases threefold
Q Please tell me all of the names of brands of
products that you can remember being advertised
in either the newspaper or during the drive
70
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Newspapers only
Radio and newspapers
Source RAEL The benefits of synergy. Base c
100 respondents per group
Source RAEL
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Even promoted recall increases two-fold
Q Here is a list of brand nameswhich ones do
you definitely remember seeing or hearing?
79
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Newspapers only
Radio and newspapers
Source RAEL The benefits of synergy. Base c
100 respondents per group
Source RAEL
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Impulse brand selection
Q Which brand would be your first choice in
each product category
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-1
Newspapers only
Radio and newspapers
Source RAEL The benefits of synergy. Base c
100 respondents per group
Source RAEL
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Radio Online
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Radio OnlineRAB / Other lines of enquiry

• Are the Radio and Internet complimentary media?
• Online survey 15 minutes
• 500 regular internet users aged 16-54

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Online and Radio predict audience growth
Q Compared with today, how much time do you
think you will spend using each medium 12 months
from now (more time or less time)?
Source Other lines of enquiry
Source Clark Chapman Research
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A high proportion of Internet users are listening
to radio when online
Source Other Lines of Enquiry Base 523
Source Other lines of enquiry
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Radio prompts follow-up online
Source Other Lines of Enquiry
Base 310 who listen to radio when online
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Switch 50 of an online budget to radio
andUnaided brand recall increases four-fold
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Internet only
Radio and internet
Source RAEL Radio and the Internet Study Base
c 800 respondent
Source RAEL Radio and the Internet Study Base
c 800 respondents
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Radio the online search optimiser
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Project call to surfRAB / Dollywagon Media
Sciences

• We will collect precise data on everything 2000
  people have done online over a 4 week period
• We will then catalogue every instance where
  respondents have used the internet to research or
  make a purchase
• We then collect listening data and generate a
  record of every radio ad that each respondent is
  likely to have heard over the same 4 week period

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Project call to surfRAB / Dollywagon Media
Sciences

• We then look to see how often internet searches
  and online purchases for coincide with exposure
  to radio ads for the same brands
• If radio really is an effective Search
  Optimisation medium, this project will deliver
  evidence to put the point beyond argument

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Radios multiplier effect

• Radio with TV prompted brand awareness
• Radio with newspapers - unaided brand recall
• Radio with internet - unaided brand recall

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180
350
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tesekkür ederim!

• Contact
• jason.brownlee_at_dollywagon.com