RADIO DOMINATES THE FULL FUNNEL

Purpose:

Determine audio’s ability to Audio’s ability to convert compared to other media channels.

Key Findings:

Radio shines all the way through the funnel, driving 48% of us to purchase. That’s way ahead of TV (44%), social media (38%), and video (26%).

Key Takeaways:

1. Radio shines all the way through the funnel, driving 48% of us to purchase. That’s way ahead of TV (44%), social media (38%), and video (26%).
2. Radio ads drive 45% of listeners to try an auto brand —better than every compared media channel.
3. Radio ads drive 45% of listeners to try an insurance brand —better than every compared media channel.
4. Radio supermarket ads drive 42% of consumers to try a brand —better than every compared media channel.

Source: Audacy; Nielsen Commspoint Influence, Planning Insights, Channel Ranking, MRI Simmons, 2023. Channel cost has been taken into consideration in metrics.