Westwood One Nielsen Study: Radio Ads Effective In Marketing TV Shows

Study

A blog post by WESTWOOD ONE Dir./Content Marketing LAUREN VETRANO offers support for the idea that radio advertising and promotion are effective in marketing television programs.

VETRANO's post details the results of a study WESTWOOD ONE commissioned from NIELSEN looking at the effect of radio marketing for a returning cable network scripted series, focusing on the impact of marketing on tune-in for the season premiere and looking at four groups: those unexposed to the radio campaign, those who were exposed to the radio campaign, those exposed to the TV campaign, and those who saw/heard both the TV and radio ads.

The study found that while radio represented a small percentage of the media budget (5%), it "generated significant impressions and incremental reach" (20% of total campaign impressions); radio added about 15% to the total reach, responsible for 5.4 million "new eyes" watching the show; greater frequency led to greater tune-in conversion and amplified paid TV spot frequency by 80%; and radio delivered a "much younger audience" (70% of its impressions were from 18-54 year olds) than TV (almost half from 55+); and radio was far more efficient.

Read the post here.

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