New RAB Study Takes Aim At TV Advertising
February 21, 2013

A new study released by the Radio Advertising Bureau (RAB) claims that recall of much-hyped Super Bowl TV ads is lower than one would expect, and that radio advertising is more effective. The RAB says, "Despite unprecedented hype around television ads that ran during this year's Big Game, many viewers said they didn't watch them -- and even when they did, consumer recall of brands advertising during the game was uniformly low."

The RAB adds that "Although the game brings out the advertising industry's best commercials, the results of the study show the limitations of television ads in selling products and highlight the fact that sight, sound and motion can distract from advertisers' basic messages -- in contrast to radio, where the audio message is more direct and personal and is not obscured by video or picture."

For half the ads tested, recall of the actual types of products advertised was below 10 percent among Super Bowl viewers. Also, when asked to name the brand itself being advertised without help, "most viewers could not link the brand to the ad." The ads also had little impact on viewers' perceptions of those brands. According to the RAB's data, only 15 percent of game viewers said they later looked for the ads or related content online; only nine percent posted, tweeted, or shared links about the ads; and as few as seven percent claimed that they actually looked for more information online about the advertised products or brands.

Companies paid an average of $4 million for a 30-second spot during this year's Super Bowl and the RAB notes that "radio works hard to register a marketer's message at a fraction of the cost."

The survey consisted of online interviews conducted three days after the Super Bowl, on February 6, with 750 respondents aged 18-54 who said they had watched the game and saw any of the 10 ads in question.




 
Breaking News
iHeartMedia Charlotte Names Keith Hotchkiss Market President
Pierre Bouvard: Radio's Delivers On Amazon Prime Day
In Brief - July 29, 2015
July 28, 2015
Cumulus Appoints Brian Thomas As PD For WLS-FM/Chicago
AT&T To Activate FM Chips On Android Smartphones
BroadbandTV & BMG Form Strategic Alliance To Support New Generation Of Music Artists
Chicago Radio Legend John Records Landecker To Sign Off After 40 Years On-Air
Cumulus-Buffalo Re-Signs Shredd and Ragan For Mornings At WEDG
Rare Job Ops at 98 Rock/Baltimore
In Brief - July 28, 2015
July 27, 2015
Emmis Announces Executive Promotions
iHeartRadio Joins Snapchat Discover
Pandora Listeners Receive More Uninterrupted Hours With Sponsored Listening
July 24, 2015
Radio Industry & SESAC Reach Settlement
The Week In Review: 7/20-7/24
CBS Radio Names David Yadgaroff As SVP/Market Manager For Philadelphia
In Brief - July 24, 2015
July 23, 2015
Frankie V. Heads Home To Boston
Major Changes at CBS RADIO
In Brief - July 23, 2015
July 22, 2015
VH1 President Tom Calderone Exits The Network
Jordan Lee Named PD At 88Nine Radio Milwaukee
July 21, 2015
Cumulus Promotes Hayden Green To OM For Fort Walton Beach/Destin
Rich Bengloff Stepping Down As A2IM President
Music News
Macklemore Talks New Album, Relapse Into Drug Use
Quick Hits: Meghan Trainor, Justin Bieber, Janelle MonŠe, Keith Richards, Lollapalooza, Chance The Rapper, Neil Young
Imagine Dragons, Jack Johnson Join Farm Aid 30
Quick Hits: Rise Against, Keith Richards, Puscifer, Judas Priest & Mastodon, Mat Kearney, Circa Survive
Rapper Future Hits #1 With Surprise Album
Quick Hits: U2 & Lady Gaga, Disclosure & Sam Smith, Ed Sheeran, Mariah Carey, Bobbi Kristina Brown, Guns N' Roses, Sevendust, Joseph Jackson
Ed Sheeran TV Special To Air On NBC
The Week In Review: 7/20-7/24
Quick Hits: Five Finger Death Punch, Prince, Meg Myers, The Grateful Dead
Quick Hits: Lil Wayne & Charlie Puth, Vance Joy, Lana Del Rey
Quick Hits: Selena Gomez, James Blake / Kanye West, Incubus
Taylor Swift, Ed Sheeran Lead MTV VMA Noms
Quick Hits: Chvrches, Korn, HardDrive Live Tour, Wilco
Singer/Actor Tyrese Gets His First #1 Album
Quick Hits: Made In America Festival, Little Mix, Kanye West, Big Sean, Minus The Bear, Don Henley, AC/DC's Phil Rudd
FMQB NOW

Jonathan Shuford, PD
WRVW/Nashville

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!