• by David Goetzl  @dgoetzl, June 11, 2013

With the push to find links between ad exposure and purchases in TV, there is at least one similar seed in the radio space. Touted as the first such effort, executives from Clear Channel and Nielsen Catalina Solutions presented details Tuesday at the ARF conference in New York.

The test looked to track how ads on Clear Channel radio stations for a Dove deodorant product impacted sales among men ages 25 to 54. Arbitron tracked radio consumption, which was then matched with purchasing information collected by Nielsen Catalina.

The presentation by Clear Channel Executive Vice President Radha Subramanyam and Nielsen Catalina Chief Research Officer Leslie Wood, the phrase from “airwaves to aisles” came forward as lexicon for single-source research.

The research culled data from a sample of about 6,100 households. Total national impressions were close to 160 million. Programming spanned multiple genres, including sports and rock 'n' roll.

Multiple data points emerged, including ad exposure led to spending of $0.12 more per brand per buying occasion.

Wood said the research “approach is scalable.” The Dove product was small scale and going forward, Wood said she would like to conduct the research using “more frequently purchased brands.&rdquo ;