Abstract:

The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models. The toughest test of a radio campaign’s success, however, is measuring the additional sales it generates for the advertised brand. It has been possible for some years now to study the sales impact of TV campaigns based on analyses of single source panels. The launch of AC Nielsen Single Source PLUS Radio in spring 2000 allows the efficacy of German radio campaigns to be evaluated. This analysis tool is capable of providing a detailed evaluation of the effectiveness of a radio campaign, based on the parameters of spot effectiveness, insertion effectiveness and campaign effectiveness. The results of analyses performed to date on radio campaigns indicate that the influence factors in radio campaigns are broadly comparable with those at work in TV campaigns. Findings from single-source research also confirm that insertion strategies based on recency planning are particularly effective.