Combined Use of TV/​Radio to Deliver Unique Audience

Is there a way for advertisers to understand the impact of their combined marketing efforts through TV and radio? Arbitron, Entravision Communications and Franco Research collaborated in a study to answer this question. Their findings hold promise for traditional media companies and marketers who plan to invest in a joint TV and radio advertising campaign.

This study was based on the Denver, CO market and evaluated the media usage patterns of consumers living in this market. While both media formats have significant reach, consumers exhibited clear patterns with respect to when they used TV versus radio. In addition, each media format also tended to deliver a unique consumer segment not effectively reached by the other media format. In general, radio has its highest reach (38%) during the afternoon drive time but between 70%-80% of the combined radio/​TV audience listens to the radio between 6 a.m. and 4 p.m. Likewise, 80% of this audience can be found tuned to the TV from primetime to midnight.

Some slight differences in audiences were noted. For example, heavy TV viewers/​light radio listeners tend to have a median age of 29, are 77% women, middle class and have children.  But light TV viewers/​heavy radio listeners had a median age of 40, were 75% male and likely to be employed.

Analysts note that marketers could do well by combining the TV and radio formats in an ad campaign. Each format brings a partially unique audience to the table. And consumers who heavily use both formats receive more exposure to a marketer’s message.

The results of this study may be skewed by the unique demographics of the Denver market and the results may vary according to season, so researchers are hoping to repeat the experiment in larger markets and with a general market media firm. In the meantime, marketers might want to consider the joint use of TV and radio to reach the largest potential audience.

[Source: The Impact of Combining Local Radio and TV on Advertising. Arbitron Whitepaper. 2011 Web. 7 Sept. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.