Purpose:
Determine how radio influences consumer behavior across digital and in-person platforms and its impact on social
media advertising.
A national survey among 1,000 consumers ages 18-64 with race, ethnicity, and geography matched to Census
targets revealed findings.
Key Findings:
72% of consumers are more likely to notice a social media ad for a product after they've heard about it on the radio
and 55% are more likely to click the link if they had first heard it advertised on the radio.
Key Takeaways:
- Those who engage with brands on social are 2X more likely to after hearing about a product on the radio.
- 64% of adults 25-54 are more likely to click on a social ad after hearing about a product a lot on the radio and 70% say they are more likely to try a new product after hearing about it on the radio.
- 74% of Hispanic consumers say they are more likely to click on a social ad after hearing about a product a lot on the radio and 78% say they are more likely to try a new product after hearing about it on the radio.
- 70% of Black consumers say they are more likely to click a social ad after hearing about a product a lot on the radio and 70% are more likely to try a new product after they heard about it on the radio.