Radio drives sales. That was the definitive message of the "Radio and ROI" session at Radio Show on Wednesday. In the case of four department store brands, radio delivered a $17 increase in sales for every dollar spent in advertising.
Presenting the latest category addition to the current existing list of Nielsen return-on-ad spend studies, Carol Edwards, Senior Vice President, Nielsen Media Analytics, presented the findings based on an aggregate of four department store brands. These were based on the results of a panel of 4,000 consumers ages 18 who were exposed to radio ads versus those who were not.