Clear Channel's Richard Bressler: Nielsen Catalina Solutions Has 'Cracked The Code' On Radio ROI
April 25, 2014 at 4:17 AM (PT)
The company says NIELSEN CATALINA SOLUTIONS "brings you the first-to-market, true single-source radio effectiveness capability that measures response to advertising in the form of sales. We help measure and optimize food and beverage, over-the-counter, health and beauty, adult beverages, and household products."
In YESTERDAY's financial report (NET NEWS 4/24), CLEAR CHANNEL touted their involvement, saying sponsoring the first-ever, single-source advertising return on investment (ROI) study in the radio sector by NIELSEN AUDIO and NIELSEN CATALINA SOLUTIONS, showed radio delivering a sales lift of more than $6 for every $1 spent on radio -- an ROI which AD AGE reported doubled that of even the best results from recent studies of digital or TV media, with one retail brand recording a sales lift of more than $23 per dollar invested in radio.
CFO RICHARD BRESSLER used the financial conference call to say NIELSEN "cracked the code," when it came to radio proving its Return on Investment. "NIELSEN proved beyond a shadow of a doubt that radio over-delivers."
More about NIELSEN CATALINA SOLUTIONS is likely to be rolled out in NEW YORK CITY at a meeting in CLEAR CHANNEL's offices next week.
On its blog, NIELSEN CATALINA SOLUTIONS explains "at the ADVERTISING RESEARCH FOUNDATION’s RE:THINK Conference on MARCH 24th, NCS and CLEAR CHANNEL presented the results of a comprehensive study to determine how radio advertising influences actual retail sales, and measures the return on the investment. The overall finding was that for every dollar spent on advertising, there was a sales return of six dollars on average for those exposed to the ads in the prior 28 day period. This work was sponsored by NIELSEN as part of an ongoing initiative to expand insight into the effectiveness of radio as an advertising medium. The sales impact was measured for the specific media buys of 10 brands, each of which had different combinations of radio networks."
“The advertising industry has longed for a much more comprehensive understanding of the effectiveness of audio advertising,” said NCS Chief Research Officer LESLIE WOOD. “Our single-source measurement solution will help advertisers better understand where their ad spend will have the most sales impact and can best be used for future campaigns.”
“We are very pleased with the outcome of this study,” said CCM+E EVP/Insights and Analytics RADHA SUBRAMANYAM. “We have always known that radio delivers big returns for advertisers and these studies provide the much needed support of that return. The deep personal connection and trust that consumers have to their radio stations and on air personalities generates significant value for advertisers.”