Radio as a branding medium

• Radio ads prompt consumer response
  • 41% of P12+ visited an advertised store after hearing a broadcast radio ad
  • 28% of P12+ visited an advertiser’s website
    (Source: The Infinite Dial 2013 – Arbitron, Inc. / Edison Research)
• 38% of respondents state that a radio advertiser is a reputable advertiser.
  (Source: NuVoodoo Media Services, 2013 national online sample of 622 radio listeners 18-54)

Radio has the human voice to convince

• 55% of respondents stated that hearing one of their favourite radio station personalities provide testimonials for health care or medical products or services made them trust that product or service.
  (Source: Radio Advertising Bureau F.C.T. Report on healthcare, 2014)
• Radio ads are much more personally relevant than ads in all other media.
  (Source: Radio Ad Lab “Personal Relevance I & II)
• Radio has ads that are honest and believable.
  (Source: “Radio Tomorrow”, 2012, Alan Burns & Assoc. and Triton Digital)
• People turn on the radio because they know their favourite personality is on the air.
  (Source: USC, Annenberg School for Communication & Journalism, PSI Study released June 2012, Woodley, P. and Movius, L. People With a Favorite Radio Personality in Los Angeles)

• Radio listeners have called into a station, met a DJ in their community, or interacted in some other manner.
  (Source: Woodley, P. Parasocial Interaction between On-Air Radio Personalities and Listeners. USA, Annenberg Scholl for Communication & Journalism, released April 2014)

Radio increases recall and brand preference

• Radio ads have messages that listeners retain.
  (Source: NuVoodoo Media Services, 2013 national online sample of 622 radio listeners 18-54)
• When the radio is included within a plan, it boosts brand recall and brand preference.
  (Source: Radio Ad Lab “The Benefits of Synergy,” “Radio’s ROI Advantage” and “Radio and the Internet: Powerful Complements for Advertisers”)
• When 15% of a TV-only campaign is reallocated to radio, the campaign’s reach and receptivity significantly increase.
  (Source: A Smarter Mix, 2012, Clear Channel Media + Entertainment and MBI TouchPoints)
• Radio drives loyalty: Radio increased shopper retention for a big-box retailer by as much as 11%.
  (Source: Nielsen Catalina Solutions Copyright 2014)

Radio stations invented experiential marketing

• Radio station remotes were the original experiential marketing and set the standards for consumer experiences today.
• Allows the opportunity for consumers to experience the product or provide “live” sampling opportunities, therefore increasing brand awareness and transactions.

Radio helps drive traffic and interest in your brand

• Radio is the medium used closest to the point of purchase.
  (Source: Where Radio Fits – Radio’s Strengths in the Media Landscape, 2012, Nielsen Audio and MBI TouchPoints)
• A Radio/Internet-mix plan showed a greater impact on website visitation and purchase likelihood.
  (Sources: Radio Ad Lab “Radio and the Internet: Powerful Complements for Advertisers” and RAB U.K, “Radio: The Online Multiplier”)
• Radio’s digital platforms also improve campaign effectiveness. Ad response rates increase 3½ times when Internet Radio is used in combination with AM/FM Radio.
  (Source: TargetSpot Study: “Internet Radio Advertising Impact Study” with Parks Associates, 2011)
• When radio is included within a plan, it boosts brand recall and brand preference.
  (Source: Radio Ad Lab “The Benefits of Synergy,” “Radio’s ROI Advantage” and “Radio and the Internet: Powerful Complements for Advertisers”)

• 26% of respondents stated that radio tells listeners why to buy.
  (Source: NuVoodoo Media Services, 2013 national online sample of 622 radio listeners 18-54)
• A media advertiser saw a 16% conversion rate for promos when using radio as a reminder medium, building increased frequency.
  (Source: Nielsen Catalina Solutions Copyright 2014)
• Most Radio stations have a robust, loyal listener database, allowing for CRM initiatives, couponing and targeted messaging.