TORONTO – Recent research finds that combining radio and the Internet may just give advertisers the best bang for their buck.
The 2009 Foundation Research by the Radio Marketing Bureau (RMB) found that of the major media, radio and the Internet have the highest percentage of adults reporting that their time spent is either equal or greater than last year. Put the two together, the report continues, and advertisers can have “a powerful combination in today’s marketplace”.
The research found that that 83% of adults surveyed reported their time with either media increased or remained the same in 2008; compared to TV at 76% and print at 79%.
The two mediums are often used simultaneously – 36% of the adults surveyed said that they listened to radio while surfing the Internet. Radio/Internet multitasking is “above average” for adults 18-34 (39%), working adults (39%), women with children (43%), working women (44%) and business executives (41%).
Combining radio and Internet leads to “a stronger emotional and rational connection between the brand and consumer”, according to the research, as it “satisfies the rational and emotional needs of consumers.” Also, both media connect the user with social communities.
“Clearly radio will increase an advertiser’s return on investment by increasing brand awareness and will drive motivated consumers to their website” said RMB president, Gary Belgrave, in the press release announcing the research.
