CCM+E Study: Mix Of Radio & TV Gives Advertisers Best Value
February 11, 2013

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."

 




 
Breaking News
Triton Digital, eXelate Develop First Streaming Audio Data Management Platform
SiriusXM Announces Sports And Entertainment Programming For Super Bowl Week
XL106.7/Orlando's Johnny Magic Gets His Revenge
In Brief - Jaunary 27, 2015
January 26, 2015
Joe Clair Returns To WPGC For Mornings
CBS Sports Radio To Broadcast Nearly 50 Hours Of Super Bowl Coverage
In Brief - January 26, 2015
January 23, 2015
eQB NOW
Tommy Chuck Named Program Director of WIHT/Washington, D.C. & WPOC/Baltimore
iHeartRadio Surpasses 60 Million Registered Users
SFX Entertainment Names New President & COO
Third Music Industry Reunion Planned For Los Angeles
In Brief - January 23, 2015
January 22, 2015
Edgar "Shoboy" Sotelo Joins WBMP/New York For Mornings
Rdio Launches In 24 New International Markets
Shazam Announces $30 Million Investment At $1 Billion Valuation
iHeartMedia Celebrates Valentine's With "iHeartRadio Ultimate Valentine's Escape"
In Brief - January 22, 2015
January 21, 2015
Dave Dyer Promoted to SVP Promotion, Warner Bros. Records
JD Garfield Joins KWYD/Boise As APD/Morning Drive Host
iHeartRadio Country Festival Returns
Edison Research: Streaming Audio Now Bigger Than AM/FM Radio Among US Teens
In Brief - January 21, 2015
January 20, 2015
John Fleckenstein Named EVP, RCA Records
iHeartMedia St. Louis Announces Two New Program Directors
Music News
Barker, Hoppus Talk Status Of Blink-182
Quick Hits: Sam Smith / Tom Petty, Chris Brown, John Legend & Common, Forecastle Festival
Slipknot Prepares For Summer's Last Stand
ThinkSay Records Signs Recording Artist Matt White
Quick Hits: Blink-182, Faith No More, Death Cab For Cutie, U2, Jason Mraz, AWOLNATION
Paramore Announce Spring Theater "Events"
Quick Hits: Kanye West, The Black Keys, Rush, Nick Jonas
BET Honors Usher, Kanye West
Quick Hits: Ariana Grande, TLC, Art Of Anarchy, Rob Zombie, Aerosmith, Rocklahoma
Meghan Trainor's Title Debuts At #1
LL Cool J Returning As Grammy Host
Quick Hits: The Grammys, Gwen Stefani, Pharrell, Linkin Park, Interpol, David Byrne
Madonna Bares Her Rebel Heart
Quick Hits: Slipknot, Justin Bieber, NKOTB / TLC / Nelly, Mötley Crüe, "Weird Al" Yankovic
FMQB Retro-Active: Ken Sharp Talks to Longtime Music Scribe Harvey Kubernik About His Latest Musical Tome
FMQB NOW

Alicia Tyler, PD
WZNE/Rochester

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!