While we haven’t done any radio advertising, I always find myself taking note of some of the things I hear on radio ads. I have attended trade shows because I heard it on the radio, and watched concerts because of the radio ad. So I got curious as to how effective radio ads actually are in the real world.
I did some research and found a study on the effectiveness of radio ads. There is an organization called Radio Ad Effectiveness Lab that does an annual study looking at the response rates to radio ads.
Their latest study found that radio’s ROI was 49% higher than television ads! They found that “radio moves products” and that “radio ads increase sales” even when national television is present.
You can read the full report here
I found the information good, but of little value in that it only shows radio response rates in relation to TV, but it doesn’t actually give any information on what the actual rates are for comparison. That is the kind of data that would be useful for someone trying to determine whether or not to use any of those media
I found the information good, but of little value in that it only shows radio response rates in relation to TV, but it doesn’t actually give any information on what the actual rates are for comparison. That is the kind of data that would be useful for someone trying to determine whether or not to use any of those media
I have started a website recently to improve the publics perception of the value of advertising on the radio. I can only hope that it catches on, next step is connecting those interested with their local radio stations!
I have started a website recently to improve the publics perception of the value of advertising on the radio. I can only hope that it catches on, next step is connecting those interested with their local radio stations!