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Is radio a successful addition to TV?

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Radio has always represented an excellent opportunity to build an additional touchpoint into a media campaign, and the market is experiencing significant growth at a rate of +12.5%. Regularly undervalued, a recent study has shown that radio is the second most effective medium behind TV. By utilising radio, a client’s key demographic and regions can be targeted via a lower adult cost per thousand (CPT) and it can represent a highly cost-efficient option.

Through planning tools, we are able to estimate that radio can make a great addition to TV when spend is maxed, and that by moving the spend from potentially less efficient TV channels into radio – it can provide greater incremental reach.

As radio is an accompaniment medium – usually consumed whilst the listener is doing something else, for example driving – it is more difficult to attribute web activity to individual spots.

There are, however, a number of other methods which we can use to determine the success of a radio campaign…

Methods of measuring radio:

  • RAPSURE spot matching: RAPSURE sits within ARMalytics, and matches timestamped spot data with tag response data within a calculated attribution window – the same methodology applied to TV can be used to measure response on radio
  • Brand awareness: Utilise tools such as YouGov BrandIndex, to measure brand awareness, sentiment and consideration metrics.
  • Product code: Radio creative can provide a unique offer/code to listeners, which can record respondents as and when they eventually transact.
  • Postcode data – regional: Measure uplift in customers where regional radio is active.
  • Tag4ARM (bespoke website tag)/ Google Analytics data – regional: Similar to postcode data, measuring a deliverable (e.g. visits or acquisition) by comparing the proportion of acquisitions in the tested region for the active period vs. normal. One can additionally use these data points to measure the regional share of voice over two periods and see if this has been benefited by

Case Study:
Below are recent results from a regional radio campaign, the client in question operates within a highly competitive market and faces a number of restrictions on TV.  Radio was identified as an opportunity to provide key standout within such a congested industry, delivering a higher share of voice but also allowing us to access all dayparts.

The results that followed were positive, with uplift measured in both tested regions using Tag4ARM data; across both proportional acquisitions and regional share of voice (SOV). 

The higher proportional increase in acquisitions vs. UK as a whole – acquisitions where radio was active, increase over 3x vs. natural UK rate.

Regional share of customers increases in regions where radio active:

Through regional targeting, radio can be tested against a client’s best indexing region reaching their most responsive consumers.  If uplift is measured using one of the above methods, the campaign can be more confidently rolled out to additional areas.