Radio As A Branding Medium

• Radio has the human voice to convince
• 81% of consumers agree that a “human voice can establish a connection like nothing else can.”¹  
• 77% of listeners would try a brand recommended by their favorite radio personality.¹
• Radio builds brands
• In a radio campaign, two breakfast products grew +7% and +12% in brand awareness.⁵
• 13% increase in parent company brand purchases.⁵
• Radio creative matters
• Radio creative is a key component to branding
• A powerful way to create an emotion is through sonic branding - using sounds to differentiate brands.³
• Sonic branding is critical to creative and creative is vital to driving sales.²
• A Nielsen study showed that creative ads drive an almost 50% sales lift.²
• Brand mentions are important
• An insurance company mentioned their brand name in the first few seconds of ad; 2x in :15 spots and 3x in :30 spots.²
• Their branding structure generated +11% likeability, +10% optimism, +7% trustworthiness and +6% purchase intent.²
• Voices, tone and music influence purchase intent
• The average audio logo does not contain a brand mention and is melodic, per Veritonic.⁷
• 71% of audio logos do not contain a brand mention and 78% of audio logos are melodic.⁷
• 45% of respondents that identified a correct brand associated with the logo have a logo containing the brand name.⁷
• 20% of brand logos are melodic.⁷
• 10% of brand logos are nonmelodic.⁷
• 6% of brand logos do not contain their brand names.⁷
• A Veritonic ad study found that audio logos that mention brand names have an audio score of 69.³
• Brands that did not mention their brand name had a 55 audio score.³
• Audio logos that had a melody had a 77 audio score.³
• Audio logos that did not have a melody included had a 60 Veritonic score.³
• Radio delivers a strong return on investment (ROI)
• Average radio payback per investment is $10:$1.⁶
• In a study, a parent brand saw an $11.96 return on ad spend per $1, while their men’s personal care brand saw a $1.23 return on ad spend.⁴
• The parent brand gained an 8% increase in sales among households where men were exposed to radio.⁴
• It is the originator of experiential marketing
• Radio station-produced remotes or events allow for sampling opportunities, increasing brand awareness.

Sources: 1) Katz Media Group, Our Media, 2019; 2) Westwood One, Cumulus Media VERITONIC, Do Disclaimers Ruin Tier Two Auto Ads, May 2018 3) Westwood One; VERITONIC, Audio Logo Index 2021; 4) Westwood One, Nielsen Catalina Solutions, Groundbreaking Research Proves AM/FM Radio Delivers Strong ROI for Personal Care Brand, 2018; 5) Westwood One, Maru/Vision Critical, New Breakfast Brand Successfully Uses AM/FM Radio to Build Awareness and Drive Purchases, 2019; 6) Nielsen Studies 2014-2016; 7) 2022 Audio Logo Index by Veritonic

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