Ipsos OTX MediaCT, in partnership with Katz Marketing Solutions, has begun an ongoing evaluation of radio campaigns. The first release of the study's results find that exposure to radio campaigns had a positive impact on consumer’s at all stages of the "purchase funnel." Bruce Friend, President of Ipsos OTX MediaCT, says, "These results have demonstrated to us the power of radio."
The study compared results from people who had listened to at least one of the stations included in the campaign with a control group of people in the same markets who had not listened to those stations. Numerous brand metrics were included as well as questions that focused on the ads themselves.
Ipsos OTX found that radio can be used to improve a brand at stages all the way from creating awareness to enhancing the likelihood that the consumer will recommend the brand to a friend. It is a versatile tool that can be used to meet a variety of objectives
The study looked at radio campaigns for movies, financial services, retail, consumer durables and fast food. All of them showed stronger results among radio station listeners than the control group of non-listeners.
Ipsos OTX noted that radio ads need to work at an emotional level as well as a rational one, stating that "while many people see radio primarily as a way of communicating a wealth of information about a brand these results show the importance of connecting at an emotional level with consumers. The strength of emotional response to each ad used in the campaigns was measured using Ipsos’ proprietary Emotive Power measure. Stronger campaigns used ads with greater emotional power. This finding throws a challenge to creatives developing radio spots to generate ideas and content for ads that go beyond information and connect with the consumer."
Bob McCurdy, President of Katz Marketing Solutions, adds, "We’re determined to provide advertisers with empirical proof of performance illustrating how radio positively impacts the five key branding metrics. These studies have confirmed what we’ve always have known to be true, that radio works and that its ability to positively impact marketing campaigns is far greater than its cost."