Report: Radio Drives 29% Incremental Search

RADIO ONLINE | Thursday, September 21, 2017

The Radio Advertising Bureau (RAB) has revealed new research showing radio advertising can drive search results. Based upon its analysis of over 2100 local radio ads across six different categories, there was a 29% incremental lift in search results. It also found that the medium is effective in driving search during weekdays and in the daytime. Sequent Partners, Media Monitors, and In4mation Insights conducted the study in June and July of this year in the top 31 markets.

"We already know that radio delivers a strong return on an advertisers' investment," said RAB President/CEO Erica Farber. "Now we know it drives search results across a number of advertising categories in addition to other metrics."

Media Monitors President/CEO Philippe Generali added, "The study proves that radio significantly impacts digital behaviors and activities-and is even more relevant in a digital and e-commerce world."

In addition, the research offers insights about how to guide execution, including price deals, new product or new product features and mention of specific locations.

"Radio continues to be undervalued, and we are uncovering incremental benefit that radio consistently provides to advertisers," said Sequent Partners Partner Alice K. Sylvester. "It was also clear that there is an opportunity to increase this benefit with smart, measurement-informed, placements and creative approaches."

"Showing the value of radio advertising through a combination of Big Data and advanced analytics yields significant new insights for advertisers," added in4mation insights Partner Steve Cohen. "As a means to drive ROI, this research shows that radio ads have an important and rightful place in the toolbox of modern marketers."