New Analysis Reveals Audio And Out Of Home Media Offer The Strongest Opportunity To Impact Purchasing

Radio Found 'Critical' In Decision Making

MEDIAVEST | SPARK and iHEARTMEDIA have partnered on a joint analysis that measures the correlation of various media and how they influence consumers’ purchase decisions. The results reveal that although there are slight variances across certain categories and consumer segments, overall, audio and out of home advertising prove to exhibit the strongest opportunity to influence consumer purchase decisions shortly before they happen. The study measured consumers’ use of different media on the path to purchase against the following: audio, out of home, print, TV, digital video, search, and social media.

“What was so fascinating about these findings is that in an increasingly digital world, audio and out of home advertising still dominate in terms of influencing consumer purchase habits across different stages, categories and targets,” said PUBLICIS MEDIA SVP/Research HELEN KATZ. 

“These findings highlight the unparalleled importance of reach and proximity to purchase for brands wanting to target their core consumers,” said iHEARTMEDIA Pres./Insights, Research and Data Analytics RADHA SUBRAMANYAM. “Radio, the number one mass reach medium, and out of home advertising are absolutely critical when it comes to driving results for marketers. Companies that ignore these two essential elements risk not taking full advantage of the media mix.”

Key findings from the report include the following: 

• Correlations between media exposure and purchase were higher for both radio and out of home than any other media type
• Among Millennials – who are typically thought of as “digital first” or “digital only,” – a strong correlation between media exposure and purchase remains highest for radio and out of home versus other media
• Among African-Americans, audio and out of home are strongly associated with the purchase journey – both in the CPG and Automotive categories
• In the CPG category, audio and out of home demonstrate a nearly 1 to 1 correlation to purchase consideration and decisions
• In the Automotive category, audio and out of home show strength for consideration and decision-making.

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