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
John Sutherland Promoted To VP/Market Manager For Cumulus Providence
iHeartMedia, CW Network And Yahoo Announce The 2015 "iHeartRadio Summer Pool Party"
The Daytime Village At The iHeartRadio Music Festival Lineup Announced
iHeartMedia And Children's Miracle Network Hospitals Honored For Nationwide Radiothon Campaign
In Brief - May 28, 2015
May 27, 2015
iHeartMedia Connecticut Names Zac Davis PD of WKSS & WKCI
iHeartMedia Phoenix Appoints Spivey And Wolff To APD Posts
Former Dial Global/Westwood One Execs Launch DGital Media
Radio Promotion Executive Bridget Herrmann Joins Crush Music
Sinclair Broadcast Group And iHeartMedia Join Forces For UNCF "An Evening Of Stars"
In Brief - May 27, 2015
May 26, 2015
Michelle Jubelirer Promoted To COO, Capitol Music Group
CBS Radio Phoenix Names Tim Richards VP/Programming
Demi Lovato, Nick Jonas & Phil McIntyre Announce Formation Of Safehouse Records
Free Registration Offered To Radio Show's First-Ever Student Scholars Program
In Brief - May 26, 2015
May 22, 2015
Hubbard Radio Ups Jeremy Sinon To Corporate Digital Director
The Week In Review: 5/18-5/22
KSZR/Tucson Becomes Classic Hip Hop, 97.5 The Vibe
In Brief - May 22, 2015
May 21, 2015
President Obama To Renominate Jessica Rosenworcel As FCC Commissioner
Herndon Hasty Joins Cumulus Kansas City As VP/Sales
In Brief - May 21, 2015
May 20, 2015
Bruce Lundvall, Longtime Blue Note President, Dies At 79
Zach Mullins Named Digital Sales Manager For Cox Media Group/Atlanta
Music News
Riot Fest Reels In Modest Mouse, No Doubt and More
Quick Hits: Mumford & Sons, MS MR, Fun Fun Fun Fest, Daughtry, The Roots / Philadelphia Music Alliance, Bonnaroo SuperJam
Twenty One Pilots Hit #1 On Billboard 200
Quick Hits: U2, NiFi Festival, Azealia Banks
A$AP Rocky Drops Early Release
Quick Hits: Neil Young, Of Monsters and Men, Chris Cornell, Boston Calling festival, Rob Thomas
Adam Lambert Unveils Two New Tracks
Academy Award-Nominated Actress Hailee Steinfeld Inks Record Deal With Republic Records
Quick Hits: Taylor Swift, Eminem, Enrique Iglesias, Slayer
The Week In Review: 5/18-5/22
Quick Hits: Taylor Swift, Madonna, Little Mix, Roger Waters
Pitch Perfect 2 Comes In At #1
Quick Hits: Foo Fighters, The Rolling Stones, Kanye West, Five Finger Death Punch, Amy Winehouse, Riot Fest
FMQB Photo Pass: MMRBQ 2015
Quick Hits: Sam Smith, B.B. King, Life Is Beautiful festival, Bullet For My Valentine
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!