Abstract:

This paper describes the use of radio as well as television as an advertising medium and the resulting effect on sales of Imperial Margarine. A television-only market was used as the control. Radio ran at weight levels equal to television in one test market and at 50% higher weights in a second test market. The Modeling and Analytics Group at ACNiclsen examined product sales. Their analysis found no difference in sales in markets where equal weights of radio and TV advertising were used. However a statistically significant higher volume of sales resulted when radio advertising ran at 50% higher weight levels than television.