Brands averaged a sales lift of more than $6 for every $1 spent on radio ads–an ROI double of even the best results from many recent studies of digital or TV media.
This may be shocking news for some, but Radio Insights reported in 2010 on a study by Morgen Stanley that showed radio wasn’t getting its fair share of advertising dollars back then. Now four years later, another study concludes that radio outperforms other media in ROI.
Delivering the results to an Advertising Research Foundation audience, Leslie Wood, chief research officer of Nielsen Catalina, believes one reason maybe people’s affinity with their radio stations:
It’s shocking how connected people are to their radio.
The study is further proof of radio’s effectiveness. The disbelief that Wood’s comment reveals is further evidence that radio has done a terrible job selling itself to the advertising community.
Read the Ad Age study here.