9 October 2013 - 10:59am | posted by | 0 comments

Radio Advertising Bureau study suggests radio ads offer nearly eight times the return on investment

Study: The analysis came from the Radio Advertising BureauStudy: The analysis came from the Radio Advertising Bureau

Radio advertising brings in nearly eight times the return on investment (ROI) for brands, according to a study by the Radio Advertising Bureau (RAB).

The research measured the effectiveness of radio advertising based on ROI for the first time and found that on average advertisers had a 7.7 return on investment, putting it ahead of press, outdoor and online and second behind TV, although radio currently only carries an average of six per cent of advertising budgets.

Automotive and retail brands were the best performers along with adverts for impulse buys.

Simon Redican, managing director of the RAB, said: “When Martin Sorrell calls econometrics ‘The Holy Grail’ of advertising, you can be sure agencies place high importance on it.

“With data sourced from all of the world’s major agency groups, the RAB analysis provides the most detailed and robust perspective on radio ROI in the world.”

The analysis was based on a study conducted by Homles & Cook which examined more than 2,000 individual media campaigns across 517 separate brand campaigns.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Booths opens newest store, live-streaming on Periscope, and sees over 1million impressions

17/04/2015
​To celebrate the opening of #BoothsHaleBarns (Booths's...

How To Build Relationships that Build Your Sales

17/04/2015
The fantastic Andy Edwards, founder of Nine 5 Three, will...

Partnering with Kentico for the TCMM Shutter Group

16/04/2015
The TCMM Shutter Group is a leading shutter manufacturer,...

BloominGirls : Be All That You Can Be

16/04/2015
Spork England is focused on helping people and communities...

Reaching a Russian Audience through Social Media

14/04/2015
Having launched a Russian website and social media presence...