additive effect radio on tv - egta · 16 radio campaigns (with minimal spontaneous awareness of...
TRANSCRIPT
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RADIO IN THE MIXADDITIVE EFFECT RADIO ON TV
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STER
• Exclusive Sales house for the public broadcasting channels in the Netherlands
• We sell ads for 3 TV stations, 6 radio stations, online video platform and several broadcaster related websites TV/Radio/Digital
• Additive effect Radio on TV
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RADIO RESEARCH
• Background
• Research design
• Results/conclusion
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BACKGROUND
• Radio advertisers combine radio with other media
• More than 1600 radio advertisers (2014)• 77% with other media • 32% with TV• 23% only radio
• Effectiveness?
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RESEARCH DESIGN
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COMMUNICATION FUNNEL
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FOR AWARENESS AND MESSAGE TRANSFERENCE
If radio is included; increased growth of 15% in spontaneous awareness and 39% in message transference
• Campaigns with radio realise 5.5% growth in spontaneous awareness, versus 4.8% growth for campaigns without radio in the mix
• For message transference we found growth of respectively 7.2% and 5.2%
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CONCLUSION
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FOR IMAGE AND PREFERENCE
Radio is also effective for image of and preference for better known brands • For a brand with minimal spontaneous
awareness of 20%, radio is complementary for image and preference goals
• More growth with than without radio on image objectives such as Sound/Reliable, Distinctive, Sympathetic and Preference
16 radio campaigns (with minimal spontaneous awareness of 20%) and a control group of 41 campaigns without radio. Growth is relative growth: possible remaining growth for a brand. Effects corrected on relevant control variables
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VISUAL TRANSFERENCE
More effect if visual transference is used • With Visual Transference (>2 elements:
slogan, music, voice, jingle) more effect on Consideration, Preference, Purchase intent
• The best scoring campaign is one with 3 binding elements
5 radio campaigns with two or more binding elements and 10 radio campaigns with 1 or less binding element. Growth is relative growth: in relation to possible remaining growth for a brand
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VISUAL TRANSFERENCE – EXAMPLE NIKON
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CONCLUSIONS RADIO IN THE MEDIAMIX
Radio is valuable!• With radio much more growth in spontaneous awareness
and message transference
• For brands with reasonable awareness, radio adds to image and preference goals
• With coherence between radio and TV commercial more consideration, preference and purchase intent is achieved
• Radio adds more to awareness and message transference than print