ROI:

1
ROI RADIO GETS RESULTS FOR ADVERTISERS
2

• Radio offers a positive commercial environment
  designed to foster Return On Investment for the
  advertiser. Radio moves product.
• A recent study demonstrated that
• Radios ROI was 49 better than televisions. (4)
• Radio advertising significantly increased product
  sales. (4)
• Radio can function as a primary medium for
  advertising. (4)
• Radio ads are just as potent in the presence of
  national TV as it is when used as a stand-alone
  medium. (4)

Source (4) Radios ROI Advantage Millward
Brown and Information Resources, Inc. (IRI) for
Radio Ad Lab, 2004-2005
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• Radio increases brand awareness
• Radio provides a pathway to the consumers mind
  that builds high emotional connections to brands
  and products. (1)
• Radio ads are perceived as being more personally
  relevant other ads. (1)
• Radios relevancy establishes a unique
  advertising climate - listeners actually expect
  ads to be targeted to them. (1)
• Replacing one of two newspaper exposures with two
  Radio ads almost triples unaided brand recall.
  (2)
• Swapping out one of two TV ads for two Radio ads
  can increase unaided brand recall by 34. (2)

Source (1) Personal Relevance, Personal
Connections How Radio Ads Affect Consumers
WirthlinWorldwide for Radio Ad Lab, 2003 (2)
The Benefits of Synergy Moving Money Into
Radio The PreTesting Company for Radio Ad Lab,
2004
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• Unaided recall for a mix of one Internet and one
  Radio exposure is four-and-a-half times as high
  as unaided recall for two Internet ads alone.
  (3)
• A mix of Radio and Internet exposures
  demonstrates clear potential to elevate Website
  visitation and emotional bonds. (3)
• Radio ads are strongly correlated with increased
  sales of brands, especially among
  brand-disloyal consumers. (5)
• Radio ads are most effective when exposures are
  close to the time of purchase (Recency). (5)

Source (3) Radio and the Internet Powerful
Complements for Advertisers Harris
Interactive, Inc. for Radio Ad Lab, 2007 (5)
Radio Sells New Ways of Analysing the
Effectiveness of Radio Advertising Christoph
Wild for ARD-Werbung RMS, Germany, 2001