Abstract:

Radio accounts for approximately one-third of consumers' time spent with media, yet it receives just a bit more than one-tenth of advertisers' media dollars. Maybe this is because radio provides a number of benefits that don't show up in conventional ratings measures. Radio also can be a key component to cross-media campaigns, a fact documented by Knowledge Networks/SRI strategic planning resource, MultiMedia Mentor™. Using data from two research initiatives - How People Use™ Radio and MultiMedia Mentor™ this paper focuses on the strengths of radio as a stand-alone medium and shows how radio can interlock with other media to broaden reach and fortify cross-media campaigns.