Current Issue:

July 28:
The 40 Most Powerful
People in Radio

Plus: The 2014 Lifetime Leadership Award

Click here to subscribe to Radio Ink.

Radio Ink Writers

Clear Channel Helps Radio Tell Story


The fancy radio group head catch phrase in 2012 was that radio "needed to tell a better story," in order to prove to advertisers radio was still a viable medium in an age of fancy new devices producing super-targeted ads. The argument needed to be emphasized that radio is still strong, and, despite not having an easy way to describe R.O.I. to advertisers, radio can bring you customers and increase your business. Clear Channel's Research and Analytics division, Insights, has released data it conducted that the entire industry can now use to help sales reps make a stronger pitch for radio when they hit the streets. No doubt, this is part of what Clear Channel CEO Bob Pittman says radio needs to do more of, tell the radio story. The data highlights how much more effective radio can be for advertisers while pulling ad money from Television.

And, sales reps who take the data to the street can make the pitch without actually bashing TV. The study, conducted by Insights EVP by Radha Subramanyam (pictured right), and the Media Behavior Institute, showed that even a small reallocation of advertising dollars from television to radio significantly increased brands’ reach, receptivity and frequency.

The study across several sectors, including automotive, quick-service restaurant, home improvement, and financial services, showed that when advertisers reallocated up to 15% of their ad spend from TV to radio, they increased their brand’s total reach up to 28%, with no negative impact on TV reach. The study also showed that these advertisers reached a more receptive audience, since radio use corresponds more directly to key times in consumers’ lives when they may be open and responsive to marketing ideas or suggestions.

One example Clear Channel cites in the study comes from the restaurant category. "When a quick-service restaurant brand shifted 15% of its TV dollars to radio, audience reach increased 12% and receptivity to its ad messages jumped 84%. Additional information can be found in the three charts below.

(7/30/2014 1:36:36 PM)
<a href="">uggs for sale cheap</a> <a href="">louis vuitton bags</a> <a href="">canada goose parka</a> <a href="">nike air yeezy</a> <a href="">air yeezy 2</a> <a href="">uggs sale</a> <a href="">cheap beats by dre</a> <a href="">gucci outlet</a> <a href="">ugg outlet</a> <a href="">burberry black friday</a> <a href="">louis vuitton bags</a> <a href="">babyliss flat iron</a> <a href="">belstaff sale</a> <a href="">cheap beats by dre</a> <a href="">beats by dre cheap</a> <a href="">canada goose black friday</a> <a href="">nike black friday</a> <a href="">louis vuitton bags</a> <a href="">north face jackets on clearance</a> <a href="">jordan 11</a> <a href="">michael kors outlet</a> <a href="">ugg boots sale</a> <a href="">burberry outlet</a> <a href="">ugg boots clearance sale</a> <a href="">fendi handbags</a> <a href="">nike shox nz</a> <a href="">cheap nike shox</a> <a href="">patagonia sale</a> <a href="">jordan 11</a> <a href="">discount uggs cheap uggs</a>
uggs on sale

- uggs on sale
(7/30/2014 8:30:37 AM)
<a href="">ugg boots clearance outlet</a> <a href="">pandora bracelets</a> <a href="">cheap ugg boots</a> <a href="">mbt shoes</a> <a href="">uggs on sale</a> <a href="">michael kors outlet</a> <a href="">hollister clearance</a> <a href="">north face jackets</a> <a href="">nike shox shoes</a> <a href="">north face outlet</a> <a href="">michael kors handbags</a> <a href="">brazil butt lift</a> <a href="">cheap ugg boots</a> <a href="">vera bradley black friday sale 2014</a> <a href="">nike air max</a> <a href="">north face jackets</a> <a href="">nike roshe run men</a> <a href="">discount ugg boots</a> <a href="">ugg boots outlet store</a> <a href="">longchamp handbags</a> <a href="">michael kors handbags</a> <a href="">canada goose black friday</a> <a href="">p90x</a> <a href="">uggs sale</a> <a href="">michael kors handbags</a> <a href="">brazilian butt lift workout</a> <a href="">louis vuitton outlet</a> <a href="">louis vuitton bags</a> <a href="">babyliss</a> <a href="">air max</a>
nike black friday

- nike black friday
(7/30/2014 8:00:09 AM)
<a href="">cheap christian louboutin</a> <a href="">canada goose jacket</a> <a href="">juicy couture handbags</a> <a href="">moncler outlet online</a> <a href="">beats by dre black friday deals</a> <a href="">cheap basketball shoes</a> <a href="">giuseppe zanotti shoes</a> <a href="">pandora black friday 2014</a> <a href="">nike shox</a> <a href="">north face jackets on sale</a> <a href="">reebok outlet store</a> <a href="">pandora jewelry</a> <a href="">pandora jewelry</a> <a href="">uggs for cheap</a> <a href="">zumba fitness</a> <a href="">cheap lebron james shoes</a> <a href="">nike shox</a> <a href="">moncler jackets outlet</a> <a href="">north face sale</a> <a href="">ugg boots</a> <a href="">nike air max</a> <a href="">uggs sale</a> <a href="">cheap beats by dre</a> <a href="">mcm outlet</a> <a href="">buy cheap ugg boots</a> <a href="">uggs black friday sale 2014</a> <a href="">kd shoes</a> <a href="">michael kors outlet online</a> <a href="">uggs outlet</a> <a href="">canada goose sale</a>
burberry outlet

- burberry outlet
(7/30/2014 7:40:03 AM)
<a href="">beats by dre black friday</a> <a href="">christian louboutin outlet</a> <a href="">moncler jacket</a> <a href="">marc jacobs outlet</a> <a href="">cheap uggs for sale</a> <a href="">cheap uggs for sale</a> <a href="">michael kors handbags</a> <a href="">cheap north face jackets</a> <a href="">kd vi</a> <a href="">new balance outlet</a> <a href="">michael kors bags</a> <a href="">vera bradley black friday sale 2014</a> <a href="">uggs outlet store</a> <a href="">lebron james shoes</a> <a href="">canada goose parka</a> <a href="">nike air max</a> <a href="">kate spade outlet store</a> <a href="">moncler outlet</a> <a href="">michael kors outlet</a> <a href="">north face jackets on sale</a> <a href="">mcm handbags</a> <a href="">ugg sale</a> <a href="">ugg boots black friday</a> <a href="">ugg outlet online store</a> <a href="">kd vi</a> <a href="">louis vuitton outlet store</a> <a href="">jimmy choo outlet</a> <a href="">babyliss flat iron</a> <a href="">the north face sale</a> <a href="">kate spade diaper bag</a>
uggs for cheap

- uggs for cheap
(7/30/2014 5:14:18 AM)
<a href="">jimmy choo shoes</a> <a href="">cheap beats by dre</a> <a href="">canada goose black friday sales</a> <a href="">babyliss pro</a> <a href="">jordan 11</a> <a href="">ugg boots</a> <a href="">oakley sunglasses</a> <a href="">coach outlet</a> <a href="">ugg sale clearance</a> <a href="">louis vuitton black friday sale</a> <a href="">michael kors black friday deals 2014</a> <a href="">ray ban glasses</a> <a href="">new balance sneakers</a> <a href="">fendi belt</a> <a href="">woolrich jackets</a> <a href="">celine handbags</a> <a href="">furla candy bag</a> <a href="">ugg boots clearance</a> <a href="">discount uggs cheap uggs</a> <a href="">coach outlet store online</a> <a href="">cheap uggs for sale online</a> <a href="">isabel marant sneakers</a> <a href="">louis vuitton outlet</a> <a href="">mcm backpack</a> <a href="">nfl jerseys</a> <a href="">moncler outlet</a> <a href="">new balance sneakers</a> <a href="">rolex watches</a> <a href="">prada outlet</a> <a href="">ray ban sunglasses</a>
christian louboutin outlet

- christian louboutin outlet

Add a Comment | View All Comments


Send This Story To A Friend