5-20-13
Those were the words of Isabella Sanchez (pictured) from the Radio Ink Hispanic Radio Conference addressing the age-old question of why radio seems to collect bread crumbs compared to the truckloads of revenue poured into TV. Sanchez is the Vice President of Media Integration at the advertising agency Zubi and was part of an advertiser panel moderated by McGavren Guild Media Director of Sales Jason Gueits.
Sanchez said, for radio it's all about the research. "TV has Nielsen. That type of research isn't seen in radio. That's necessary. We need research that proves radio's effectiveness. There is a lack of information on what radio can do for clients." Sanchez also said when she attended the recent 4A's advertising conference, radio is often looked at as an afterthought compared to other media. What did she advise attendees to do in order to be considered for bigger buys?
Sanchez says radio has proven it's effective over and over again. There was a lot of discussion about providing agencies with success stories of campaigns that have worked for clients. And, she said, "Send out a lot more press releases about how effective radio is. Real results from campaigns. Show us case studies of clients that do, and do not, use radio. It needs to be more than you telling us 10,000 people came to your event. We need proof."
Sanchez also said radio should stick with what it's good at: personalities, frequency, and the ability to change commercials every day.
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(5/20/2013 10:02:33 AM)
For radio to provide more personality along with more and better commercial content would require investing in the business. Ain't gonna happen today. Maybe "down the road".
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