SCBA Report Spotlights Listener Recall To Radio Vs. Digital
July 25, 2014 at 12:12 PM (PT)
The SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION's latest White Paper Research Report, entitled "Consumer Response to Broadcast Radio Commercials vs. Digital and Social Media," is focused on new SCBA-commissioned research that compares the strong recall and attention by consumers to Radio commercials and then compares that data to digital platforms.
The Report showcases why more Adults 18+ recalled noticing an advertiser when listening to Radio than while using a social network or search engine. It also showcases Radio’s strong recall and attention to commercials from both the Millennial and Gen X age groups and how non-Radio digital platforms performed poorly from a consumer recall and overall attention basis.
“The consumer clearly recalls and pays attention to Radio commercials much more than to any digital, search engine, or social media ads,” SCBA Pres. THOM CALLAHAN said. “This new research survey showcases Radio’s favorable commercial environment and effectiveness in a way that will surprise and delight both advertisers and the Radio industry."
The full report is available at www.scba.com under SCBA White Paper Reports.