Research Shows That Mix Of Radio And TV Gives Advertisers Bigger Bang For Their Buck
Advertisers who reallocate small percentage of TV budget to radio see up to 28% greater reach and increased receptivity; TV reach unaffected
New York, NY – February 11, 2013 – Clear Channel Media and Entertainment, the leading media company in America with a greater reach than any other radio or television outlet, recently conducted a study of leading brands that showed that a small reallocation of advertising spend from television to radio significantly increased brands’ reach, receptivity and frequency.
The study across several sectors, including automotive, quick-service restaurant, home improvement, and financial services, showed that when advertisers reallocated up to 15% of their ad spend from TV to radio, they increased their brand’s total reach up to 28%, with no negative impact on TV reach.
The study, conducted by Radha Subramanyam, EVP, Insights, Research and Analytics at Clear Channel Media and Entertainment, along with the Media Behavior Institute, also showed that these advertisers reached a more receptive audience, since radio use corresponds more directly to key times in consumers’ lives when they may be open and responsive to marketing ideas or suggestions.
For example, when a quick-service restaurant brand shifted 15% of its TV dollars to radio, audience reach increased 12% and receptivity to its ad messages jumped 84%. Says Ms. Subramanyam, “With lingering economic uncertainty, this research clearly demonstrates a simple and effective way for advertisers to stretch their budgets further with no negative impact on existing efforts.” Additional details can be found below.