. Radio enhances multi-media campaign efficacy
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.