TORONTO – The simple act of making sure advertisers mention their web address in their radio ad will boost those clients’ sales says a further analysis of the Foundation Research study released last month by the Radio Marketing Bureau.
“Over the past few years we’ve seen some significant growth in the marketing power of radio when combined with the Internet,” said Chris Bandak, president of Foundation Research Group. “This year was no exception and traditional radio ranks highest as the medium most used in combination with the Internet. So how does it work? A clever spot plays on the radio and provides a web address to get more information. Listeners use that URL to go clicking around for more info and the majority end up purchasing your product.”
Advertisers who effectively couple the emotion, immediacy and reach of radio with the information capacity of the Internet are far more likely to meet or exceed their sales goals, says the RMB release. “The numbers are strong with 57% of radio listeners indicating that they went to a web site for more information based on an ad they heard and just fewer than 60% of those ultimately ended up making a purchase,” added Bandak.
Additional data that indicates the strength and compatibility of radio and the Internet says:
* While total daily media time decreased in 2007 vs. 2006, time spent with radio and the Internet increased 5% and 17% respectively.
* 39% of Canadian adults listen to radio while on-line.
* 41% of adults have typed a website address in their browser after hearing it on radio, up 6 percentage points versus last year’s survey.
The Radio Marketing Bureau’s mandate is to inspire and educate members, agencies and advertisers about radio’s power and effectiveness in achieving and exceeding business goals. Through consultation, marketing, research and creative services, the RMB supports advertisers in achieving maximum return on their media investment. Its member stations (which include Astral Media, Corus Entertainment, Newcap Broadcasting and Rogers Media) represent 80% of the radio revenue earned in Canada.
