FAQ'S

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Radio as a Branding Medium


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  • Radio's strength is brand building
    • Radio ads are much more personally relevant than ads in all other media.
      (Source: Radio Ad Lab "Personal Relevance I & II)
    • People who listen to broadcast radio feel more alert than when consuming other media.
      (Source: Where Radio Fits - Radio's Strengths in the Media Landscape, 2012, Nielsen Audio and MBI TouchPoints)
    • 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)


  • Radio has the human voice to convince
    • People turn on the radio because they know their favorite 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 increases recall and brand preference
    • 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" )
    • When 15% of a TV-only campaign is reallocated to radio, the campaign's reach and receptivity significantly increases.
      (Source: A Smarter Mix, 2012, Clear Channel Media + Entertainment and MBI TouchPoints)


  • Radio stations invented experiential marketing
    • Radio station remotes set 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 can be used as a reminder medium to fight procrastination.
    • 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)
    • Radio campaigns deliver a 49% ROI advantage over TV (increase in sales).
      (Source: Radio Ad Lab "Radio's ROI Advantage")
    • A Radio/Internet-mix plan showed greater impact in 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")
    • Most Radio stations have a robust, loyal listener database, allowing for CRM initiatives, couponing and targeted messaging.