FAQ'S

Got questions about Radio? We have answers.


Radio as a Branding Medium


  • 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)
    • 38% of respondents states 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 favorite 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 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 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 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 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 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 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 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")



    • 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.