Radio has Positive Impact at all Stages of Purchase Funnel
October 15, 2011
Ipsos OTX MediaCT has undertaken an on-going evaluation of radio campaigns in partnership with Katz Marketing Solutions. The first release of the results provide a compelling story for radio as exposure to the campaigns had a positive impact on consumer’s at all stages of the purchase funnel. According to Bruce Friend, President of Ipsos OTX MediaCT: “These results have demonstrated to us the power of radio.”
The approach compared results from people who had listened to at least one of the stations included in the campaign with a control group of people in the same markets who had not listened to those stations. Numerous brand metrics were included as well as questions that focused on the ads themselves. Key findings:
Radio can impact brands all along the purchase funnel
Radio can be used to improve a brand at stages all the way from creating awareness to enhancing the likelihood that the consumer will recommend the brand to a friend. It is a versatile tool that can be used to meet a variety of objectives.
Radio works across a variety of categories
Campaigns for movies, financial services, retail, consumer durables and fast food have been evaluated so far. All of them showed stronger results among radio station listeners than the control group of non-listeners. And as noted above, improvement was seen on multiple brand measures for all the campaigns.
Radio ads need to work at an emotional level as well as a rational one
While many people see radio primarily as a way of communicating a wealth of information about a brand these results show the importance of connecting at an emotional level with consumers. The strength of emotional response to each ad used in the campaigns was measured using Ipsos’ proprietary Emotive Power measure. Stronger campaigns used ads with greater emotional power. This finding throws a challenge to creatives developing radio spots to generate ideas and content for ads that go beyond information and connect with the consumer.
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