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Thursday, November 6, 2014

Telling The Radio Story

(SCBA's Thom Callahan with President of Univision Radio Jose Valle)
It was standing-room only. And that room was filled with advertisers. Nearly 400 of them. The Southern California Broadcasters Association and Nielsen Audio held a research event last Thursday at the iHeartRadio Theater in Burbank. The content focused on the value of radio. It's been a story Nielsen has been helping radio spread after recent research showed radio returns $6 for every $1 an advertiser spends on radio advertising. 
SCBA President Thom Callahan (pictured here with Nielsen's Matt O'Grady) said, ?This event was about creating a new value model for broadcast radio; one that is based on actual consumer purchases, radio?s effectiveness to influence that purchase, and the empirical data to overwhelming prove radio?s enormous return on an advertiser?s investment.?
Radio Group CEOs and COOs offered their thoughts on radio?s ROI, including Jeff Smulyan, CEO of Emmis Communications; Patrick Walsh, EVP, CFO and COO of Emmis Communications; Jose Valle, president of Univision Radio; and Miles Sexton, COO of Point Broadcasting. Nielsen Local Media EVP Managing Director Matt O'Grady said, ?We are pleased that so many advertisers, agencies and broadcasters were interested in the power of radio in Southern California and its unique ability to drive sales and marketing results.? Callahan added, ?Our goal was to have this singular event resonate within the advertising community and bring a new urgent value to broadcast radio. Based on all the initial feedback, we believe we achieved our goal.?
Here's the Nielsen Catalina study that was first presented to radio groups back in April.
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