Current Issue:

July 28:
The 40 Most Powerful
People in Radio

Plus: The 2014 Lifetime Leadership Award

Click here to subscribe to Radio Ink.

Radio Ink Writers

Clear Channel Helps Radio Tell Story


The fancy radio group head catch phrase in 2012 was that radio "needed to tell a better story," in order to prove to advertisers radio was still a viable medium in an age of fancy new devices producing super-targeted ads. The argument needed to be emphasized that radio is still strong, and, despite not having an easy way to describe R.O.I. to advertisers, radio can bring you customers and increase your business. Clear Channel's Research and Analytics division, Insights, has released data it conducted that the entire industry can now use to help sales reps make a stronger pitch for radio when they hit the streets. No doubt, this is part of what Clear Channel CEO Bob Pittman says radio needs to do more of, tell the radio story. The data highlights how much more effective radio can be for advertisers while pulling ad money from Television.

And, sales reps who take the data to the street can make the pitch without actually bashing TV. The study, conducted by Insights EVP by Radha Subramanyam (pictured right), and the Media Behavior Institute, showed that even a small reallocation of advertising dollars from television to radio significantly increased brands’ reach, receptivity and frequency.

The study across several sectors, including automotive, quick-service restaurant, home improvement, and financial services, showed that when advertisers reallocated up to 15% of their ad spend from TV to radio, they increased their brand’s total reach up to 28%, with no negative impact on TV reach. The study also showed that these advertisers reached a more receptive audience, since radio use corresponds more directly to key times in consumers’ lives when they may be open and responsive to marketing ideas or suggestions.

One example Clear Channel cites in the study comes from the restaurant category. "When a quick-service restaurant brand shifted 15% of its TV dollars to radio, audience reach increased 12% and receptivity to its ad messages jumped 84%. Additional information can be found in the three charts below.

(7/28/2014 3:13:12 PM)
<a href="">toms outlet</a> mx <a href="">toms SHOES outlet</a> tf <a href="">toms shoes outlet online</a> pb <a href="">chanel handbgas</a> us <a href="">chanel outlet</a> md <a href="">chanel bags</a> sc <a href="">ralph lauren outlet</a> ik <a href="">polo ralph lauren outlet online</a> ef <a href="">polo ralph lauren outlet</a> tb <a href="">fitflop shoes</a> ph <a href="">fitflops clearance</a> hu <a href="">fitflop sale</a> xy <a href="">fitflops online</a> zk <a href="">north face outlet</a> ni <a href="">north face jackets</a> fw <a href="">north face sale</a> bz <a href="">north face outlet store</a> aw
fitflops online

- fitflops online
(7/28/2014 3:11:25 PM)
<a href="">ugg outlet online store</a> <a href="">ugg boots clearance outlet</a> <a href="">kd shoes</a> <a href="">the north face outlet</a> <a href="">cheap true religion</a> <a href="">true religion outlet</a> <a href="">mcm outlet</a> <a href="">ugg boots on sale</a> <a href="">nike basketball</a> <a href="">the north face sale</a> <a href="">reebok outlet</a> <a href="">pandora bracelet</a> <a href="">cheap ugg boots</a> <a href="">ugg boots sale</a> <a href="">mbt shoes</a> <a href="">uggs black friday sale</a> <a href="">cheap uggs for sale</a> <a href="">michael kors handbags</a> <a href="">north face jacket</a> <a href="">nike roshe</a> <a href="">the north face outlet</a> <a href="">christian louboutin outlet</a> <a href="">ralph lauren outlet</a> <a href="">nike air max</a> <a href="">michael kors outlet</a> <a href="">north face jackets on sale</a> <a href="">mcm handbags</a> <a href="">ugg sale</a> <a href="">black friday uggs</a> <a href="">kd shoes</a>
ugg outlet online

- ugg outlet online
(7/28/2014 3:04:40 PM)
<a href="">nike running shoes</a> pm <a href="">nike air max 2014</a> zc <a href="">nike air max 90</a> ep <a href="">nike air max 90</a> ag <a href="">michael kors outlet</a> ax <a href="">michael kors outlet online</a> dx <a href="">michael kors handbags sale</a> gt <a href="">louis vuitton outlet</a> jb <a href="">louis vuitton outlet online</a> fp <a href="">louis vuitton handbags</a> id <a href="">coach factory outlet</a> zk <a href="">coach handbags outlet</a> ya <a href="">coach bags</a> gh <a href="">gucci handbags</a> ti <a href="">gucci outlet</a> zz <a href="">gucci outlet online</a> wg
louis vuitton outlet online

- louis vuitton outlet online
(7/28/2014 3:00:04 PM)
<a href="">uggs on sale cheap</a> <a href="">air max</a> <a href="">christian louboutin outlet</a> <a href="">ralph lauren outlet</a> <a href="">air max 95</a> <a href="">uggs sale</a> <a href="">ugg boots</a> <a href="">ugg black friday sale</a> <a href="">new balance shoes</a> <a href="">michael kors bags</a> <a href="">burberry black friday</a> <a href="">brazilian butt lift workout</a> <a href="">kd shoes</a> <a href="">louis vuitton</a> <a href="">nike air max</a> <a href="">kate spade purses</a> <a href="">cheap north face jackets</a> <a href="">longchamp outlet</a> <a href="">cheap beats by dre</a> <a href="">canada goose black friday</a> <a href="">cheap ugg boots</a> <a href="">p90x</a> <a href="">uggs sale clearance</a> <a href="">isabel marant sneakers</a> <a href="">jimmy choo outlet</a> <a href="">babyliss perfect curl</a> <a href="">north face on sale</a> <a href="">ugg boots sale</a> <a href="">belstaff outlet sale</a> <a href="">ugg boots sale</a>
polo outlet

- polo outlet
(7/28/2014 2:32:19 PM)
<a href="">black friday michael kors</a> <a href="">miu miu bag</a> <a href="">michael kors outlet</a> <a href="">nike high heels</a> <a href="">ugg boots sale</a> <a href="">mcm handbags</a> <a href="">new balance shoes</a> <a href="">fendi outlet</a> <a href="">nike shox nz</a> <a href="">ugg outlet store</a> <a href="">ugg boots outlet store</a> <a href="">coach outlet online</a> <a href="">uggs clearance</a> <a href="">uggs outlet stores</a> <a href="">burberry handbags</a> <a href="">canada goose jackets</a> <a href="">canada goose jackets</a> <a href="">patagonia jackets</a> <a href="">cheap uggs for sale</a> <a href="">discount uggs boots</a> <a href="">canada goose jacket</a> <a href="">cheap uggs for sale</a> <a href="">tods shoes</a> <a href="">mulberry outlet</a> <a href="">ugg boots clearance</a> <a href="">north face black friday 2014</a> <a href="">nfl jerseys</a> <a href="">parajumper jacket</a> <a href="">moncler jacket</a> <a href="">patagonia jackets outlet</a>
canada goose jackets

- canada goose jackets

Add a Comment | View All Comments


Send This Story To A Friend