RADIO IN THE MIXADDITIVE EFFECT RADIO ON TV

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STER

• Exclusive Sales house for the public broadcasting channels in the Netherlands

• We sell ads for 3 TV stations, 6 radio stations, online video platform and several broadcaster related websites TV/Radio/Digital

• Additive effect Radio on TV

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RADIO RESEARCH

• Background

• Research design

• Results/conclusion

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BACKGROUND

• Radio advertisers combine radio with other media

• More than 1600 radio advertisers (2014)• 77% with other media • 32% with TV• 23% only radio

• Effectiveness?

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RESEARCH DESIGN

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COMMUNICATION FUNNEL

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FOR AWARENESS AND MESSAGE TRANSFERENCE

If radio is included; increased growth of 15% in spontaneous awareness and 39% in message transference

• Campaigns with radio realise 5.5% growth in spontaneous awareness, versus 4.8% growth for campaigns without radio in the mix

• For message transference we found growth of respectively 7.2% and 5.2%

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CONCLUSION

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FOR IMAGE AND PREFERENCE

Radio is also effective for image of and preference for better known brands • For a brand with minimal spontaneous

awareness of 20%, radio is complementary for image and preference goals

• More growth with than without radio on image objectives such as Sound/Reliable, Distinctive, Sympathetic and Preference

16 radio campaigns (with minimal spontaneous awareness of 20%) and a control group of 41 campaigns without radio. Growth is relative growth: possible remaining growth for a brand. Effects corrected on relevant control variables

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VISUAL TRANSFERENCE

More effect if visual transference is used • With Visual Transference (>2 elements:

slogan, music, voice, jingle) more effect on Consideration, Preference, Purchase intent

• The best scoring campaign is one with 3 binding elements

5 radio campaigns with two or more binding elements and 10 radio campaigns with 1 or less binding element. Growth is relative growth: in relation to possible remaining growth for a brand

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VISUAL TRANSFERENCE – EXAMPLE NIKON

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CONCLUSIONS RADIO IN THE MEDIAMIX

Radio is valuable!• With radio much more growth in spontaneous awareness

and message transference

• For brands with reasonable awareness, radio adds to image and preference goals

• With coherence between radio and TV commercial more consideration, preference and purchase intent is achieved

• Radio adds more to awareness and message transference than print