Radio Value Rises as Internet Usage Grows

Foundation Research

A further in-depth analysis of the Foundation Research study released last month shows conclusively that advertisers who use radio to drive listeners to their websites dramatically improve purchase intent.

Chris Bandak, President of Foundation Research Group, states, "Over the past few years we've seen some significant growth in the marketing power of radio when combined with the internet. 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. As Chris elaborates, "The numbers are strong with 57% of radio listeners indicating that they went to a website for more information based on an ad they heard and just fewer than 60% of those ultimately ended up making a purchase."

Additional data that indicates the strength and compatibility of radio and the Internet includes:

•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.

To find out more about how radio connects, engages and delivers Canadian consumers see the Foundation Research study at http://www.rmb.ca.

http://www.broadcastermagazine.com/issues/ISArticle.asp?id=80586&issue=02252008