Nielsen: Radio Advertising Spurs TV Viewing

Radio Helps TV

Nielsen has conducted a series of studies using PPM technology to capture radio and television exposure in major markets, so that broadcasters can assess who was exposed to a campaign on the radio and also tuned into the broadcast. One study, Ears to Eyes: How Radio Increases TV Tune-In, spotlights how radio is both effective as an advertising platform and an important player in the larger media mix when it comes to promoting scripted programming and sports events.

The new data illustrates that reaching radio listeners -- TV viewers when they’re away from their televisions -- can have a dramatic effect on viewership when the program airs. The fact that radio reaches more than 90% of all Americans on a weekly basis highlights its ability to reach a significant amount of consumers in a short period of time as well as maintain and increase the reach of an ad campaign even when a network reduces the on-air TV portion of the campaign and amplifies the radio campaign.

Furthermore, the data from several other studies shows that the conversion rates (the percent of listeners who heard the ad on the radio and tuned into the TV broadcast) for scripted shows across the days of a campaign tend to be similar -- even in a short campaign. This means that a longer, multi-day radio ad campaign can deliver significant reach that builds consistently over time. The same story holds true for sports programming: radio works well to create top-of-mind awareness on game day, but it can also effectively convert radio listeners into viewers over the course of a multiple-day event, like a seven-game MLB series.

The full post can be found here.

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