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RAB Research Archive

New research confirms that radio advertising drives online search results



Among the questions received most often by the Radio Advertising Bureau is: Does radio drive online behavior, and specifically, search activity? Based on the findings of a new research report, the answer is a resounding “yes!”

The study, conducted by the RAB in conjunction with research/consultancy organizations Sequent Partners, Media Monitors and In4mation Insights, revealed that radio generated a 29% lift in Google search activity across six different business categories – Automotive, E-commerce, Insurance, Auto Aftermarket, Jewelry and Wireless Communications. The report was based on an analysis of more than 2,100 local radio ads.

“We already know that radio delivers a strong return on an advertisers’ investments,” 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.”

Along with the 29% increase in Google search activity, the study also determined that search as a result of radio advertising is greater on weekdays, compared to weekends, and trends highest during the midday hours. In addition, it was noted that the quality of radio creative plays a key role in driving consumers’ search behavior.

RAB Members can download the full study presentation, an Executive Summary and an Account Executive Handbook for the study here. RAB will also be offering a free Radio Drives Search webinar to membership on October 3. To register, click here.

Source: RAB





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