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Clear Channel has released another piece of data the company is hopeful will drive revenue from big advertisers -- this one in conjunction with a company called Marketing Evolution. The study measured the ROI on a new menu awareness marketing campaign for Romano's Macaroni Grill, which ran across national cable television networks and four Clear Channel radio markets -- Tampa, Cleveland, Denver, and Dallas -- from September 16, 2013, through October 13, 2013, targeting adults 25 to 54 years of age.
Clear Channel says the study showed that radio ads are extremely successful in "sonic branding" efforts and drove an actual increase in top-of-mind awareness for Macaroni Grill, and that TV and radio work well together when consumers are exposed to both.
President of National Sales, Marketing and Partnerships for Clear Channel Tim Castelli says, "This study is crucial in showing the power that radio has to connect with consumers. This research proves that audio advertising is very effective, especially when combined with TV ads, in having a significant influence on diners' decisions on where to eat."
Senior Vice President and Managing Partner for Universal McCann, Eric Solomon said, "The test with Clear Channel provided us with valuable learnings. As the study showed, adding radio to the mix can positively impact not only short-term retail traffic objectives, but branding and sales metrics as well. We definitely take these learnings to heart, and in the future, will surely include radio in our consideration set as we work to achieve all of our clients' goals."
Here are several conclusions Clear Channel believes can be taken from the study:
? For Macaroni Grill, modeling demonstrates that more impact was achieved with a 77 percent TV and 23 percent radio campaign-spend mix.
? Radio is effective in communicating the "Great Taste" message for Macaroni Grill.
? The campaign significantly increased Top-of-Mind Awareness (+8 points) for Romano's Macaroni Grill in the radio test markets.
? Combining radio with TV had a stronger impact on Top-of-Mind Awareness per exposure than just TV alone.
? The Marketing Evolution model shows that the 60-second radio spots were as cost effective as the 15-second TV ads and conveys longer, more custom engaging messages that drive consumer action.
? The campaign areas that included radio impacted all stages of the purchase funnel, from brand awareness and affinity, to actual sales.
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