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
Study: Women to Radio: I Love You, But….
iHeartMedia Fort Myers Adds New Nighttime On-Air Hosts Lulu & Lala On Y100.1
Entercom Los Angeles Extends KSWD's "Uncle Joe'Benson
February 16, 2017
Study: Who Do Women Love Most – Radio or Pandora?
Prince Streaming Activity Explodes
Kathy Romano To Bring "Her Story" To WBEN/Phiadelphia
February 15, 2017
CBS Corp Revenue Up in 2016, Radio Now "Discontinued Operations"
Z90 "EPIC 48 2.0" Wraps, Includes Meeting Lady Gaga At The Big Game
MIW Radio Group: 2016 Gender Analysis
February 14, 2017
BuzzAngle Music: 2017 GRAMMYs Impact
Universal Music Publishing Group Appoints Walter Jones VP/Creative
The Conclave To Honor John Gehron With Rockwell Award
Report: Millennials Don't Hate Radio
Bob Garrett Memorial Fund
February 13, 2017
Adele Dominates 59th Annual Grammy Awards
Todd "Carson" Zarnitz Named PM Drive Host for KKRZ/Portland & KPWK/Seattle
UMG Relaunches Polygram Entertainment
WRVW/Nashville To Present “Live. Life. Love: A Concert for Suicide Prevention”
CMG Miami Names Michael Baisden Afternoon Drive Host At WHQT
February 10, 2017
Nielsen Reports Increased Revenue in 2016, Q4
Pandora Revenue and Net Losses Both Up in Q4, 2016 Full Year Report
February 9, 2017
CBS Radio Chicago Names Greg Solk OM/PD At WXRT & WJMK
PodcastOne Announces Results of Brand Lift Studies Conducted by Edison Research
Study: "What Women Want 2017" Set To Roll Out Next Week
Music News
James Brown's Drummer Clyde Stubblefield Dies
Republic Records, ZXL Music & The Grimmie Family To Release New Christine Grimmie Music
Linkin Park Announce New Album, Release Single "Heavy"
Migos Joins With Motown & Capitol Records
Quick Hits: Beyonce, Adele, Metallica, Michael Jackson, OneRepublic
Katy Perry, Ed Sheeran, The Chainsmokers, Shawn Mendes, Noah Cyrus, Bruno Mars Set To Perform At The 2017 iHeartRadio Music Awards
Future Announces New Album Out Friday
Quick Hits: Pitbull, Lorde, G-Eazy, Camila Cabello
Quick Hits: Katy Perry, The Chainsmokers, Chance The Rapper
Prince's Early Catalog Comes to Streaming Services
Metallica Announces WorldWired Tour
Quick Hits: DJ Khaled / Beyoncé / Jay Z, Al Jarreau, WayHome Festival
Katy Perry Releases New Single "Chained to the Rhythm"
UMG to Manage Much of Prince's Recording Catalog
Quick Hits: Jack Johnson, Aretha Franklin
FMQB NOW

Question Of
The Week

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!