Nielsen: Radio Rocks ROI

ROI Kings

NIELSEN recently conducted a sales effect study that examined radio’s return on ad spend in four retail categories -- department stores, home improvement stores, mass merchandisers and quick-service restaurants. The research showed that, depending on the category, every dollar spent in radio advertising could generate up to $17 of revenue from listeners exposed to ads. Hispanic consumers led all categories measured in total spend and drove increased sales ranging from 9% to 49%.

"In the past two years, NIELSEN has looked at 22 brands advertising on the radio across multiple categories and the results are consistent: radio resoundingly drives consumer spending," CUMULUS-WESTWOOD ONE CMO PIERRE BOUVARD said in his latest blog posting. "In fact, across all of the examined categories, radio delivers an average  $8 incremental sales for every $1 spent. As marketers look for measurable ROI, NIELSEN’s studies demonstrate the true value of radio to not only provide massive reach, but directly impact consumer spending.”

Read about the NIELSEN study here.

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