RAB Insights

RAB Research Archive

Radio's returns have advertisers across categories tuning in

Getting the most bang for the buck is something every advertiser covets. With all the places to reach consumers these days — from full-page print glossies to online native advertising — brands are faced with increasingly tough choices. But while new digital formats are capturing headlines, traditional formats — specifically radio — could give advertisers the returns they want. A recent Nielsen sales effect study examined radio’s return on ad spend in four retail categories — department stores, home improvement stores, mass merchandisers and quick-service restaurants. The research showed that, depending on the category, every dollar spent in radio advertising could generate up to $17 of revenue from listeners exposed to ads.

Source: Nielsen

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