WBEB (Today's 101.1 More-FM)/Philadelphia Chairman Jerry Lee Offers 'Free Effectiveness Testing' Of Radio Commercials

Jerry Lee

JERRY LEE AC WBEB (TODAY'S 101.1 MORE FM)/PHILADELPHIA Chairman JERRY LEE is making news with his latest effort to offer "free effectiveness testing" of radio commercials to "every PHILADELPHIA-area advertiser that spends $12,000 or more a year in radio." Large agencies and advertisers including HERSHEY ENTERTAINMENT and NRG ENERGY have already taken advantage of the program.

“As the greatest reach medium, radio has only touched the surface of what it can deliver for advertisers and brands,” said LEE. “This program can be a game-changer for advertisers, for agencies and for radio as a whole. It uses proven research methods to create better commercials that create emotional connections with listeners and drive consumers to action. Radio is extremely powerful and if it takes a bold action to make people realize it, then that’s what we’re prepared to do. This is an investment we are willing to make because we know it will pay off for everyone.”

LEE is partnering with testing firm SENSORY LOGIC to implement the program and make recommendations on how to increase engagement and effectiveness of the advertisements. The testing program utilizes lessons learned from facial coding to help advertisers create more engaging commercials for radio.

Industry studies have shown that commercials that engage the listener are 8 times as effective at getting increased sales compared to commercials that don’t engage the listener. Yet facial coding research shows that only 20% of radio commercials nationally engage the listener, while only 8% of local radio commercials engage the listener. While the overwhelming majority of national television spots are tested for engagement before they air, less than 1% of radio commercials nationally are tested. According to a recent ADVERTISING RESEARCH FOUNDATION study, 75% of the effectiveness of an ad campaign is based on the strength of the creative.

“Under JERRY’s leadership, MORE FM’s Engaging Creative program has been very useful to us in maximizing our radio ROI.” said NRG RETAIL EAST Sr. Manager/Marketing KRISTEN LEITZELT. “In the past year, we have used it to develop two radio commercials for two different products, and in both cases, we received great feedback on how to improve the scripts to make them more effective. The feedback from SENSORY LOGIC is very specific, which makes it particularly helpful to our copywriters.” 

“Our team at HERSHEY ENTERTAINMENT & RESORTS couldn’t be more pleased with our partnership with MORE FM and SENSORY LOGIC on raising the quality of our radio marketing,” said HERSHEY ENTERTAINMENT AND RESORTS Creative Director MARCO CEO. “The feedback we received through the Engaging Creative process sparked bigger and better ideas for our radio content and has transformed how we market ourselves in this increasingly important medium.”

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