It's exactly the kind of data radio needs to keep churning out and delivering to skeptical advertisers. This was brand new data released Wednesday by Nielsen's Carol Edwards. She said this was an independent Nielsen study, which looked at four major campaigns, done by four major department store brands. The results of that study showed that radio delivered $17 in sales for every $1 in advertising spent. The study also showed exposure to a radio campaign drove a 10% increase in overall sales, 3% increase in total number of buyers and 6% increase in dollars spent per buyer. READ MORE.