Radio Drives 29% Incremental Search, According to New Research

New York, NY – September 21, 2017 – The Radio Advertising Bureau, announced today new research that proves radio advertising drives search results.  Based upon its analysis of over 2100 local radio ads across 6 different categories, there was a 29% incremental lift in search results.  Radio is extremely effective in driving search during weekdays and in the daytime.

“We already know that radio delivers a strong return on an advertisers’ investment,” said Erica Farber, RAB President and CEO.  “Now we know it drives search results across a number of advertising categories in addition to other metrics.”

President and CEO of Media Monitors Philippe Generali said, “The study proves that radio significantly impacts digital behaviors and activities – and is even more relevant in a digital and e-commerce world.”

In addition, the research offers insights about how to guide creative execution, including:
•    Price deals
•    New product or new product features
•    Mention of specific locations

 “Radio continues to be undervalued, and we are uncovering incremental benefit that radio consistently provides to advertisers,” said Alice K. Sylvester, Partner at Sequent Partners.  “It was also clear that there is an opportunity to increase this benefit with smart, measurement-informed, placements and creative approaches.”

“Showing the value of radio advertising through a combination of Big Data and advanced analytics yields significant new insights for advertisers,” added Steve Cohen, Partner at in4mation insights. “As a means to drive ROI, this research shows that radio ads have an important and rightful place in the toolbox of modern marketers.”

This study designed and commissioned by the RAB, was conducted by Sequent Partners, Media Monitors, and In4mation Insights in June and July of this year in the top 31 markets.

To view the full Radio Show session, click here.

RAB Members can download the full study presentation, an Executive Summary and an Account Executive Handbook for the study here.

RAB will be offering a free Radio Drives Search webinar to RAB Members on October 3rd. To register, click here.

Press Inquiries: To receive an executive summary, please send an email to press@rab.com.

About the Radio Advertising Bureau
The Radio Advertising Bureau is the not-for-profit trade association representing America's broadcast radio industry. Its primary objective is to drive revenue growth through advocacy, providing the tools and resources to help the industry attract new sales talent to the medium and enhance industry professionalism through training and support. The RAB serves more than 6,000 member stations in the U.S. and more than 1,000 member networks, representative firms, broadcast vendors, and international organizations. Learn more at www.rab.com.

About Media Monitors
Media Monitors is the nation's leading broadcast monitoring and verification service for broadcasters, print media, media investment companies and advertising agencies. Media Monitors is a subsidiary of RCS, the world's largest provider of broadcast and webcast software. For more information, visit www.mediamonitors.com.  

About Sequent Partners
The Sequent Partners are highly respected research industry leaders and entrepreneurs, who have held leadership positions at J. Walter Thompson, General Foods, Leo Burnett, FCB and Y&R, BASES, and recently, RealityMine.  They are past Chairman and President of the Advertising Research Foundation.  They bring to this project deep expertise in advertising and media research, digital technology, measurement and econometrics.

Since 2003, Sequent Partners has driven innovation through proprietary, best-practice consulting for top advertisers and media companies.  The firm conducted nine highly-visible industry ROI metrics and analytics initiatives, re-engineered network business frameworks through audience identification and segmentation, developed analytic approaches for single source big data, created technical requirements and techniques for data fusions, designed a cross-platform advertising measurement system, advised major advertisers on how to navigate changing media/data landscape, and developed USA TouchPoints, the only syndicated study of consumer’s daily lives and media consumption. Sequent Partners is respected for its objective, external expert perspective based on our broad experience across leading companies, cultures and disciplines … and our industry-wide network.  

About In4mation Insights
In4mation insights specializes in the design of analytic organizations, delivers sophisticated analytics solutions, and provides resources to help companies make better use of all their data and analytic assets.  As experts in the application of sophisticated, state-of-the-art marketing science models to answering modern business questions, our technical expertise and award-winning thought leadership is combined with practical, decision-focused solutions to help firms make better decisions and grow their top and bottom lines.

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