In a test environment, the switch from two television or two newspaper exposures to a mix that included one television or one newspaper plus two Radio exposures yielded significantly better measures of effectiveness on almost all scores, especially unaided recall, aided recall, and first-choice brand selection.
"With the information from the study, advertisers and agencies can fine-tune their media plans to the way consumers react to the various media," explained Gary Fries, President and Chief Executive Officer of the Radio Advertising Bureau (RAB) and Co-Chairman of RAEL. "In particular, the study shows that Radio advertising significantly impacts communication with consumers who are already reached with other media."
"The results of this study will be important to advertisers seeking to maximize ROI through multi-media solutions," explained Janice Finkel Greene, Executive Vice President, Associate Local Broadcast Director, Initiative.
In this controlled, laboratory-style test of advertising synergy, the results were striking, revealing that a media mix that includes Radio can be more powerful than television-only or newspaper-only campaigns:
Most importantly, perhaps, is the recognition that synergy is good-that sometimes the sum of the parts can be greater than the whole. We can now demonstrate to an advertiser that moving some money into Radio may increase the total power of the campaign. Our study amplifies the RAB/UK's "Radio Multiplier" work that showed what powerful ROI benefits can come from shifting part of an ad budget into Radio.
The full version of RAEL's new research report, The Benefits of Synergy: Moving Money Into Radio, can be downloaded here.