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 brandsí 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 brandís 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 consumersí 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
Entercom Communications Corp. Reports First Quarter Results
iHeartMedia Seattle Names Russell Robertson SVP/Sales
Entercom Austin Taps Stephanie Callihan As VP/GM
Tom Hoyt Appointed GM of Salem Media's Louisville Cluster
Billboard's Top 10 Most Powerful Pop Programmers
Five Appointed To NAB Radio Board
NAB Opens 2015 Marconi Radio Awards Nomination Window
In Brief - May 4, 2015
May 1, 2015
Vevo Announces New CEO, Original Programming And Tentpole Events
Radio One, Inc. Reports First Quarter Results
Scott Lindy Joins Cumulus As PD Of WFMS/Indianapolis
Shazam, Google Provide Android Users With Hands-Free Music Discovery
In Brief - May 1, 2015
April 30, 2015
iHeartMedia, Inc. Reports Results for 2015 First Quarter
Republic Records Dominates Top 40 Scoring 6 Spots In Top 10
Chris Sargent Named PD At KJR-FM/Seattle
WBTP/Tampa Appoints Mychal Maguire PD
j‚capps Named One Of "Michigan 50 Companies To Watch"
Jumptuit Launches Support For Xbox Music, Announces Support for Windows 10
In Brief - April 30, 2015
April 29, 2015
New Podcasts Join Play.it Network
TuneCore Artists Earn $36 Million - Strong Quarter Over Quarter Growth
Cox Media Group Miami Names New General Sales Managers
New Coalition Launches To Protect The Music Economy
In Brief - April 29, 2015
April 28, 2015
Cumulus Signs Lew Dickey To Multi-Year Contract Extension
Music News
Bono Still Recovering As U2 Prep For Tour
Quick Hits: Kanye West, Kurt Cobain, My Morning Jacket, Miguel, Finding Neverland album, Sia, Lockn' Festival
Quick Hits: Ben E. King, "Uptown Funk," Prince, Van Halen, Vance Joy, Enrique Iglesias
Meghan Trainor, J. Lo Join Jason Derulo LP
Quick Hits: U2, Diddy, Bumbershoot, Sonic Boom and X-Fest, Gregg Allman
Alabama Shakes Debut At #1 On Billboard 200
Quick Hits: Landmark Music Festival, Jay Z / Tidal, Paramore, Milky Chance / X Ambassadors, Eric Hutchinson, The Kingsmen
Ozzy: Black Sabbath Farewell Coming In 2016
Quick Hits: One Direction, Mumford & Sons, Sam Smith, Deftones, Gary Clark, Jr., Andrew W.K., Ben Lee
Jay Z: "Tidal Is Doing Just Fine"
Quick Hits: Radio Disney Music Awards, David Guetta, Amy Winehouse, D'Angelo, Billy Corgan
Black Keys' Dan Auerbach Announces New Solo Project
The Week In Review: 4/20-4/24
Quick Hits: Grateful Dead / John Mayer, Saturday Night Live, Frank Ocean, System Of A Down
Quick Hits: Lady Gaga, Estelle, MusiCares MAP Fund benefit concert, Hard Summer Festival, Faith No More, The Ting Tings
FMQB NOW

Rick Cummings
Emmis Pres.
of Programming

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!