Media Synergy:

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Media Synergy Radio and Internet are Powerful
Complements for Advertisers
2
Internet advertising is new and gets lots of buzz
but tried-and-true Radio can substantially
increase the impact of Internet advertising
campaigns.

• Radio and the Internet together reach 83 of the
  U.S. 18-54 age group every day nearly the same
  reach as Television.
• Consumers even teens and young adults
  frequently use Radio and the Internet
  simultaneously. Up to 1/3 of Internet usage time
  in some key dayparts is shared with Radio.
• Unaided recall for the mix of one Internet and
  one Radio exposure for advertisers studied was
  4.5 times as high as unaided recall for two
  Internet ads.
• A mix of Radio and Internet exposures
  demonstrated the Radio/Internet combo to be
  effective in elevating measures of consumer
  impact such as establishing emotional connections
  and driving traffic to Websites.

Source Radio and the Internet Powerful
Complements for Advertisers Harris Interactive
for Radio Ad Lab, 2007
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• A mix of Radio and Internet exposures
  demonstrated the Radio/Internet combo to be
  effective in elevating measures of consumer
  impact such as establishing emotional connections
  and driving traffic to Websites.
• Radio ads are better accepted by listeners than
  ads on the Internet, which implies a more
  positive environment for advertisers.
• Just 37 of Radio listeners feel ads get in the
  way of enjoyment, compared to 67 of Internet
  users and a mere 24 of Radio listeners think
  ads appear at inconvenient moments, vs. 60 of
  Internet users. (3)

Source (2) Using Radio With Online How Radio
and Online Combine to Fulfill Brand Interactions
Internet Advertising Bureau (UK) and Radio
Advertising Bureau (UK), 2005 (3) Personal
Relevance 2 Radios Receptive Ad Environment
Harris Interactive for Radio Ad Lab, 2006
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• In a combined Radio/Internet campaign, Radio ads
  may be the more effective at forging emotional
  bonds with consumers, thanks to the highly
  emotional link that listeners have with the
  medium itself.
• Meanwhile, the Internet connects at a more
  factual level, providing information that helps
  you understand what is going on in the world
  around you.
• Radio/Internet synergy extends to their ability
  to reach light users of other media For example,
  41 of light (or non-) users of Television are
  heavy users of Radio or the Net not just heavy
  users, but in the top one-fifth of usage for
  either Radio or the Internet.

Source Radio and the Internet Powerful
Complements for Advertisers Harris Interactive
for Radio Ad Lab, 2007