The Six Rs of Radio: A Best Practices Guide on Radio’s Role for Advertisers

Remind Radioamp8217s Recency DeliversRecency matters when it comes to radio as it reminds consumers to take action closest to the point of purchase or viewing Nielsen conducted a study with a major television network that used radio advertising on game day to drive viewers to a series of sporting events Nielsen measured people who were listening to radio and heard the spots for the intended program The radio ad more than doubled the tunein rate for people who heard it within 90 minutes of the program airingRegister Radio Is a Powerful Digital and Purchaser DriverRadio registers with people and leads to a significantly greater number of them going online to research and purchase goodsservices A separate Nielsen analysis found that people who were exposed to a radio ad three or more times had a higher likelihood of doing online research and taking action to purchase when compared to those not exposed to any radio advertising The study elevates radioamp8217s effectiveness in driving people to a marketeramp8217s online properties and shows how purchase intent increases with radio campaign exposureReinforce Radio Elevates the Media PlanMaximizing the return of the total media plan is key for any campaign Radio reinforces the advertising message consumers receive on television digital and all other media platforms A Nielsen study found that people who heard an ad on the radio had a significantly higher recall of the same advertiser on other media platforms including TV print online and outofhome when compared to those who had not heard any radio ads for that advertiser For example a consumer who was exposed to ads on the radio had a 35 higher awareness of the same ad on TV compared to those not exposed to the radio adRelate Branding Spots and Celebrity PowerBranded and celebrityvoiced radio spots relate with consumers and when both types are used in combination they increase message memory engagement and resonance A Nielsen Consumer Neuroscience study found that branded spots without celebrity voices activated peopleamp8217s memory However the celebrityvoiced advertising better increased engagement and message resonance The combined power of those two types of spots demonstrates an effective way to relate and connect with consumersReach AMFM Radio Connects with 93 of American Adults WeeklyAdvertisers want their ads to reach their intended audience and radio will do just that Radio reaches more Americans each week than any other platform with 93 of adult consumers 18 using radio on a weekly basis This is even true of Millennials with 92 of them listening every week according to Nielsenamp8217s 2016 quarterone Audio Today report Whether it is a call for a new product trial or a political message to influence voters radio effectively delivers audiences with precision and engagement In the midst of this political season radio continues to demonstrate its value and rightful place in the campaign media mix by reaching nine out of 10 registered voters each week regardless of party affiliationReturn Radio Advertising Positively Impacts Bottom Line SalesWith ad budgets tightening and chief marketing officers looking for higher returns from their media buys it39s imperative to demonstrate advertising effectiveness Radioamp8217s returns have the ability to positively impact campaign results and bottom line sales A series of Nielsen sales effect studies across a variety of categories found that radio generates a positive return on advertising spend For example for every 1 spent in radio advertising a home improvement retailer saw 948 in sales This type of return on ad spend and radioamp8217s ability to better quantify its financial impact is key to attracting incremental ad dollarsThere is no doubt that radio is a powerful and valuable tool for advertisers The medium allows advertisers to remind consumers to take action when intended It also registers and drives online research and purchase reinforces advertising on other media reaches mass audiences every week and delivers positive returns for advertisersWith each new Nielsen study the value of radio in the media mix is even clearer Itamp8217s time for a fresh look at the original electronic media which is still the most used by nearly every generationThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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The Six Rs of Radio: A Best Practices Guide on Radio’s Role for Advertisers

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Brad Kelly

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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The Six Rs of Radio: A Best Practices Guide on Radio’s Role for Advertisers

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Brad Kelly

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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