Research Shows That Mix Of Radio And TV Gives Advertisers Bigger Bang For Their Buck

Radha Subramanyam

CCM+E recently conducted a study of leading brands that showed that a small reallocation of advertising spend 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, conducted by EVP/Insights, Research and Analytics RADHA SUBRAMANYAM, along with the MEDIA BEHAVIOR INSTITUTE, 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.

For example, 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%.

Said SUBRAMANYAM, "With lingering economic uncertainty, this research clearly demonstrates a simple and effective way for advertisers to stretch their budgets further with no negative impact on existing efforts."

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