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.
(8/30/2014 6:17:39 AM) |
Physiotherapist Wimbley from Beaconsfield, loves to spend time marbles, nike free and darts. that contains gonna and the San Leucio Complex.
gucci bags http://www.cojourney.com#
|- gucci bags|
(8/30/2014 6:17:37 AM) |
Financial Industry Dealer Faulhaber from Saint-Paul, likes to spend some time shark fishing, nike free and psychology. Will soon go on a contiki voyage that may include going to the Historic City of Toledo.
oakley sunglasses cheap http://www.pinarinformatique.com#
|- oakley sunglasses cheap|
(8/30/2014 4:58:13 AM) |
Marketing Specialist Rusty Fales from Carp, really loves bungee jumping, nike free and bridge building. Constantly loves going to destinations such as Hosios Loukas and Nea Moni of Chios.
north face jacket men http://www.hallowedsonsmc.com#
|- north face jacket men|
(8/30/2014 4:58:13 AM) |
59 yr old Newspaper or Periodical Editor Jasper Largen from Deer Lake, spends time with pastimes for example bridge, nike free and home for habitat for humanity. Is a travel enthusiast and recently took a trip to German Nazi Concentration and Extermination Camp (-).
toms outlet http://www.beargryllsfansite.com#
|- toms outlet|
(8/30/2014 12:53:59 AM) |
Drug and Alcohol Counsellor Burton Wimbley from Waterville, spends time with pursuits which includes legos, nike free and rc model cars. In the last year has made a trip to Le Havre.
nike running shoes http://www.dreamweaveristhere.com#
|- nike running shoes|
Add a Comment | View All Comments