• Mediaweek, Friday, September 19, 2008 9:30 AM

TV ads for radio fail to produce significant boost in radio listening, according to a study by Arbitron and Edison Media Research. The study, the first of its kind in the radio industry, examined the impact of TV campaigns on two Philadelphia radio stations using Arbitron's portable people meter.

Researchers separated the listeners of one station into light, medium and heavy users, who were all equally exposed to the TV campaign. Increased listening among heavy and light listeners was negligible. But listening among moderate listeners rose between the first week and the 11th week of the TV campaign.

"For people who are more on the fence, the ads moved them up," says Edison founder Larry Rosi. Results of the study were presented at the National Association of Broadcasters Radio Show this week.

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