Why Radio?

The Millward Brown Awareness Multiplier Study showed how Radio multiplies TV advertising effectiveness, findings which have since been echoed in the OAA/RAB 'Radio & Outdoor' and the US RAEL 'Radio vs Print' studies.

Basically, adding Radio into your advertising mix has a positive ‘multiplier’ effect on other media activity.

Lower CPMs and levels of competitive activity also allow advertisers to achieve stronger Share Of Voice, whilst Radio's ability to deliver multiple communications to consumers operating in different mindsets can also be used to extend overall campaign reach & frequency.

 Key Facts:

UK studies have shown that re-deployment of TV funds into radio can increase total campaign efficiency by an average of 15.4%

For many product sectors radio is relatively un-exploited, leaving opportunities for foresighted marketers to dominate the medium

Further studies show that a combination of newspaper and radio activity can deliver stronger awareness than newspaper only

Internet users consume less above-the-line media except radio