Abstract:

This 'real world' study was conducted in the United States for the Radio Ad Effectiveness Lab by Millward Brown and Information Resources, Inc. (IRI), and it examined four pairs of radio and television campaigns in a range of product categories over a six month period. By conducting the study in four IRI BehaviorScan markets, we were able to create four test cells - one with no TV or incremental radio; one with incremental radio only; one with national TV only; and, one with both national TV and incremental radio. The results confirmed our prior theories: Radio's Return On Investment in this test was 49% higher than observed for television.