Radio Broadcasters to Expand Online Advertising Platforms

As a traditional media format, radio continues to do well in reaching consumers, especially as they commute. But a new study indicates that radio broadcasters can expand their sales and influence if they offer online advertising platforms and show marketers the synergistic effects of promoting themselves through a wider range of media formats.  The findings from the recently released Internet Radio Advertising Impact Study indicates that consumers have better ad recall when they are exposed to messages both on the radio and online.

This new research reveals that consumers who use the Internet most frequently, over 22 hours a week, are also the same consumers who tune into Internet radio. About 49% of consumers who listen to Internet radio do so for at least 22 hours a week. In addition, these consumers are twice as likely as Internet ONLY consumers to respond to an ad. In general, Internet radio listeners have a higher rate of recalling online ad rates.

In 3 specific industries, Internet radio users demonstrated a particularly high recall rate for products/​services that were advertised both online and on Internet radio. These industries are:

  • Automotive
  • Retail
  • Computers/​Software

This study also found that when radio broadcasters expand their offerings to the online arena, marketers will experience a significant jump in ad recall and ad response effectiveness. Specifically, consumers who listen to both broadcast radio and Internet radio are “ 3 times more likely than Broadcast Radio-​only listeners to take specific action.” These actions include responses such as searching for more information or going to an advertiser’s website.  Industries which experienced significant increases included telecommunications and travel services such as airlines and hotels.

As the lines continue to blur between media types for consumers, marketers must reach their target audiences through many touch points. This study shows that consumers are paying attention to marketing messages that appear in a variety of formats.

[Source: Internet Radio Advertising Impact Study. Parks Associates. 2011. Web. 27 Apr. 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.