Clear Channel Media and Entertainment has released the results of a study of leading brands, showing that a small reallocation of advertising spend from television to radio significantly increased brands’ reach, receptivity and frequency.

The study across several sectors, including automotive, quick-service restaurant, home improvement, and financial services, showed that when advertisers reallocated up to 15 percent of their ad spend from TV to radio, they increased their brand’s total reach up to 28 percent, with no negative impact on TV reach.

The study, conducted by Radha Subramanyam, EVP of Insights, Research and Analytics at CCM+E, along with the Media Behavior Institute, also showed that these advertisers reached a more receptive audience, since radio use corresponds more directly to key times in consumers’ lives when they may be open and responsive to marketing ideas or suggestions. 

For example, when a quick-service restaurant brand shifted 15 percent of its TV dollars to radio, audience reach increased 12 percent and receptivity to its ad messages jumped 84 percent. Subramanyam says, "With lingering economic uncertainty, this research clearly demonstrates a simple and effective way for advertisers to stretch their budgets further with no negative impact on existing efforts."