Purpose:
Measure the sales effect of AM/FM radio ads for marketers who use the medium compared to those who do not.
Key Findings:
Radio drives significant lifts in market share, pricing power, sales, profits, and ROI.
Key Takeaways:
- Marketers must focus on both converting existing demand/sales activation and creating future demand/brand building to grow sustained sales and profits.
- AM/FM Radio is proven to increase mental availability by 13% among consumers in buying situations.
- Radio increases brand trust by a staggering 58%.
- Short term sales effect increases 13% for brands using AM/FM radio compared to those that do not.
- Market share increases 28% among marketers using radio.
- The return on marketing investment in radio is an average increase of 23%.