SCBA, Nielsen Hold Radio ROI Research Event
November 3, 2014 at 11:04 AM (PT)
The SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION (SCBA) and NIELSEN AUDIO held a radio research event on THURSDAY, OCTOBER 30th at the iHEARTRADIO THEATER in BURBANK, CA. Almost 400 SOUTHERN CALIFORNIA clients and agencies attended the capacity event, which showcased the value and growing listenership of SOUTHERN CALIFORNIA Radio. The Radio ROI event showcased new research findings from NIELSEN AUDIO on the link between audio advertising and its impact on ROI as well as its effectiveness. The event featured senior management from NIELSEN AUDIO, radio group CEOs with ownership in SOUTHERN CALIFORNIA, SCBA and its member stations, and hundreds of clients and agencies.
“This event was about creating a new value model for broadcast radio; one that is based on actual consumer purchases, Radio’s effectiveness to influence that purchase, and the empirical data to overwhelming prove Radio’s enormous return on an advertiser’s investment,” SCBA Pres. THOM CALLAHAN said.
The SCBA/NIELSEN Radio ROI Research Event provided guests with a special audio environment. Radio group CEOs and COOs offered their thoughts on radio’s ROI, including EMMIS COMMUNICATIONS CEO JEFF SMULYAN, EMMIS EVP/CFO/COO PATRICK WALSH, Univision Radio Pres. JOSE VALLE and POINT BROADCASTING COO MILES SEXTON.
“We are pleased that so many advertisers, agencies and broadcasters were interested in the power of radio in SOUTHERN CALIFORNIA and its unique ability to drive sales and marketing results,” NIELSEN Local Media EVP/Managing Dir. MATT O’GRADY said.
Added CALLAHAN: “Our goal was to have this singular event resonate within the advertising community and bring a new urgent value to broadcast radio. Based on all the initial feedback, we believe we achieved our goal.”
The complete NIELSEN presentation can be viewed at www.scba.com, with a complete photo gallery at www.facebook.com/SouthernCaliforniaBroadcastersAssociation.