Borrell Survey Finds Radio's Strength Is Creating 'Awareness'

New Research

The results from a BORRELL survey of more than 600 local ad agencies is now available. It shows, among other things, that they still favor traditional media, but that they've warmed up considerably to social media. One surprising thing BORRELL found is that, when it comes to generating sales, email and direct mail advertising rank almost as high as TV and Social Media.

The Highlights:

• 56% believe a mix of mostly traditional media, +digital is best
• 80% are utilizing social media marketing for clients
• Cinema ads & Yellow Pages are least-favored forms marketing
• Broadcast TV & Social Media believed to have greatest ROI
• Best at generating awareness: TV, social media, outdoor, radio
• Best at generating sales: TV, social media, email & direct mail
• 55% see FACEBOOK as very to extremely effective
• 75% or more do not see INSTAGRAM, SNAPCHAT or TWITTER as effective

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