Key Learnings from the Radio Ad Lab

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Key Learnings from the Radio Ad Lab
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• Engagement, Emotions, and the Power of Radio
  (2007)
• Radio ads have positive emotional impact on
  consumers that is equal to that of television ads
  (based on a test of 16 actual campaigns that used
  both Radio and TV).
• Four of five campaigns with significantly
  meaningful differences were higher for Radio.
• The study was done with physiological
  measurement to better assess subconscious
  reactions, without relying on verbal statements
  of emotion.

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Radios ROI Advantage (2005) Radios
measured ROI was 49 vs. television, using
in-market testing of four live six-month
campaigns. Brand awareness was also higher
with Radio in Millward Brown telephone
surveys. Brand preference was also higher for
Radio in Millward Brown phone surveys.
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• Radio and the Internet Powerful Complements for
  Advertisers (2006)
• Unaided recall of brand names was 4½ times
  higher with a mix of Radio and Internet than with
  Internet alone.
• That finding was consistent across age groups,
  gender, race/ethnicity, and education, and among
  all eight campaigns tested.
• A majority of the eight brands tested showed
  greater impact with a Radio/Internet mix on
  Website Visitation and Purchase Likelihood.

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Personal Relevance, Personal Connections (2004)
and Personal Relevance Two Radios Receptive Ad
Environment (2006) Radio is the most personal
of media, connecting with consumers
one-on-one. Radio ads are perceived to be more
honest and more relevant reaching who theyre
meant for, and reaching consumers
personally. Personal, relevant connections
mean a more emotional connection with
listeners. TV and Internet ads were found to
have higher negatives than Radio ads. These
patterns of higher ad receptivity for Radio was
even stronger for Blacks/African-Americans and
Hispanics/Latinos.
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• The Benefits of Synergy Moving Money Into
  Radio (2004)
• The study found one-third better brand recall
  when two Radio ads replaced one of two TV ads.
• Recall tripled when two Radio ads replaced one
  of two newspaper ads.
• Ad message content was recalled just as well or
  better with the Radio-mix as with TV or newspaper
  ads alone.
• The respondents first brand choice improved
  more with the Radio mix than with TV or newspaper
  ads alone.