TORONTO – For every dollar invested in radio, advertisers saw an average return on investment (ROI) of $5.42, according to a study by Bell Media Radio.
The findings of the study, which are based on a 10-year aggregate of marketing communications results, were produced in partnership with Canadian marketing firm Custometrics. The research provides homegrown data that complements international efforts supporting advertising agencies and media-buying clients around the world, and coincides with the launch of Bell Media’s ‘Radio ROI Delivers’ awareness campaign that offers quick-click access to advertisers looking for more detailed ROI information on their potential radio investments.
“We are excited to share radio’s ROI story with our clients,” said Dean Rutherford, Bell Media’s VP of national radio sales, in the news release. “All mediums need to earn their place in an ever-evolving media landscape, and this study clearly showcases that radio advertising delivers profitable results for our advertisers and optimizes ROI when utilized in multimedia communication strategies.”
In addition to the Custometrics study, Bell Media Research has packaged a research compendium which it says will be shared with national and local clients across the country.
