Are Advertising Messages We Transmit Being Received?
March 26, 2012
By Joel Lind
Radio Advertising highly effective for rollouts and quick-awareness campaigns!
One of the most common problems an advertiser needs solved is how to get a product-rollout message out fast in a major blitz. And NuVoodoo's national proprietary study proves that a key part of the answer is to put that message on the Radio.
When an advertising campaign is launching and trying to build awareness in a hurry for a new product, a Radio campaign gets their message into their consumers' minds. The same goes for trying to build traffic to an event. NuVoodoo sampled 1,000 adults 18-49, all music format preferences in 45 PPM markets, as part of our ongoing commitment to provide to our Radio clients actionable intelligence that can change the future. The data are overwhelming and indisputable: Radio is an essential factor in building awareness.
NuVoodoo asked consumers about four kinds of launch campaigns:Â
- A concert/event;
- A new movie;
- A new fast-food product;
- And a new-car sale.Â
As the chart above shows, majorities of respondents told us that when any of these turned out to be something that interested them, they learned about it from the Radio.Â
For the concert/event, over 80%, and for the movie, over 75%, of listeners, across all demographics, say Radio gave them the scoop.Â
For the fast food product, again highly consistent across demos, 60% of listeners credit radio as a craving-builder.Â
And for the new car they might want to buy, majorities of men and a near-majority of Women 18-34 say they were informed via radio.Â Women 35-49 car buyers were only slightly lower and still very impressive, at two in five crediting Radio.
Moreover, and importantly, NuVoodooâ€™s research shows that a well-placed product-rollout radio campaign works at all levels of music listenership, not just among those with high TSL.Â In fact, for the concert/event and for the movie, awareness-building is universally high, with virtually equal message-penetration among those who listen to their favorite music station for a half hour or less a day, those who listen a half hour to an hour, and those who listen longer.Â For the fast-food product and the car deal, there is an increase in message-penetration as TSL increases, but it is not a dramatic increase.Â Even the under-30 minutes group, on those two items, comes in very strong, trailing the over-60 minutes group by only about 10% in awareness.Â
Even more powerful is the finding that the result is consistent across the major music formats.Â For example, NuVoodoo found that when itâ€™s a concert or event, or a fast-food product, it pretty much doesnâ€™t matter whether the listener is a partisan to CHR, Country, Rock, Classic Rock, or AC. Â Launching a movie works in all formats, maybe slightly less among the Country audience, but even there it works on nearly two out of three listeners.Â Advertising a car sale penetrates somewhat better among younger-skewing formats, but no format comes in lower than 40%.Â
Next week:Â Reaching 18-34 PPM Prospects:Â What the Data Tell Us
Weâ€™ll be sharing bits of this study via AllAccess.com on a weekly basis.Â To learn more about NuVoodooâ€™s findings from this study, about all the actionable intelligence available to our clients, and how we can help you change the future, just write to TellMeMore@nuvoodoo.com.