RAB Insights

RAB Research Archive

Radio continues to boost ROI

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.

Source: Annette Malave, RAB

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