2-21-2013
The Radio Advertising Bureau commissioned a Nielsen study the organization is hoping radio salespeople can use as an edge over their brothers and sisters selling Television. In 2012 as core radio revenue limped along, Television revenue continued to recover nicely. The RAB isn't taking that sitting down. And there's nothing like going after the most watched Television event to make your point.
The RAB says that despite millions of dollars spent on Superbowl ads, consumer recall of brands advertising during the game was low. Adding radio can deliver better results at a much lower price. RAB CEO Erica Farber says, "The strength of radio?s unique audio delivery drives product and brand recall. As recent studies have proven, radio performs tremendously to extend brand awareness established on TV and further, impacts product and brand awareness as a stand-alone and when added to a TV campaign.?
The RAB says the data from the study states that while ad recall may have been as high as 57 percent, on average, only 12 percent of viewers could recall the type of product being advertised. Similarly, the brand was recalled by only 14 percent of viewers, on average, but in several cases by fewer than 1 in 10 viewers.
For example, of half the ads tested, recall of the types of products being advertised was below 10 percent among viewers of the game. More importantly, the RAB concludes, when asked to name the brand of the product being advertised on an unaided basis, most viewers could not link the brand to the ad, even for the ads that had higher recall themselves. As with recall of the product category, for most ads, brand recall was in the single digits.
The ads not only generated low brand recall, but also had little impact on viewers? perceptions of the brands. Additionally, only 15 percent of game viewers said they later looked for the ads or related content online; only 9 percent posted, tweeted, or shared links about the ads; and as few as 7 percent claimed that they actually looked for more information online about the advertised products or brands.
Companies paid an average of $4 million for a 30-second spot during this year?s Superbowl The RAB says, "Radio works hard to register a marketer?s message at a fraction of the cost." The survey consisted of online interviews conducted on February 6, 2013 with 750 respondents aged 18-54 who said they had watched the game and saw any of the ten ads in question.
Read more about the RAB study HERE
(2/21/2013 7:12:22 AM)
Let's not get too excited here, especially about information that is not pertinent.
Electronic media - TV, online AND radio - are horrible at generating recall. Print is superior by leaps.
Fortunately for us, electronic media generates behavior when the messages are emotionally-based. Recall is not necessary.
Ask anybody at all the following: "What are the last three radio commercials you heard where you went out and bought the product or service?" Responses ain't priddy. Nor are the (wrong) conclusions that can be drawn from that information.
My own question is one of: Howcum broadcast professionals do not already know this stuff....? It is kinda important.
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