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

Connection: Space That Works

03/03/2015
Connection are a creative furniture manufacture who create...

Healthspan - 144% Increase in Organic Search

02/03/2015
Challenge: Healthspan is a leading online retailer of...

A Facebook community for Jamaica Ginger Cake

27/02/2015
McVitie’s Jamaica Ginger Cake is one of the nation’s best...

Orchid - Luxury interiors with an oriental soul

27/02/2015
Orchid is a retailer specialising in exceptional furniture...

Simplicity at the core of banking

25/02/2015
Banking’s a pretty complex offering: a world of options to...