Resources Library by ANA

Measuring radio's real ROI

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...

Catalogue: ESOMAR/ARF WAM Conference 2005: Radio

Authors: Mary Bennett, James D. Peacock

June 21, 2005

In-store radio

The authors recently analyzed the local audience delivery patterns of a national television, magazine and IBN in-store radio buy in concert with a local broadcast radio schedule in 25 top Nielsen DMAs.The purpose of the analysis was to identify the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio

Authors: Craig T. Gugel, Rob Wolf

June 17, 2004

Radio: Is recent history destiny?

Radio has been 'repositioned' by TV as a 'less' effective medium for brand building. Media research often addresses the question 'How does radio as a medium differ from other channels?' instead of the more important question 'What can radio do for...

Catalogue: ESOMAR/ARF WAM Conference 2004: Radio

Author: Bill Ratcliffe

June 17, 2004

Evaluating the ROI of radio and billboards

This paper reviews an analysis done on a billboard and radio advertising campaign in the fast moving consumer goods industry. The analysis uses multivariate regression to quantify the Return On Investment from advertising. The findings indicate that...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix

Authors: Brian Cusick, Rick Abens

Companies: Nielsen, Kraft Heinz Company

June 18, 2003

RAEL

The Radio Advertising Effectiveness Laboratory (RAEL) was created in 2001 to research the effectiveness of radio advertising in the United States. Established as an independent non-profit organization with funding from radio industry companies, RAEL...

Catalogue: ESOMAR/ARF WAM Conference 2003: Radio

Authors: Branch Watkins, James D. Peacock, Kaki Hinton

June 16, 2003

TV needs radio

This paper examines to what extent different instruments and/or methods of advertising-impact research describe radio's specific contribution to the effectiveness and efficiency of combined radio and TV campaigns in a comparable way. A total of eight...

Catalogue: ESOMAR/ARF WAM Conference 2002: Radio

Authors: Gerhard Franz, Christoph Wild, Uwe Domke

June 14, 2002

The radio-tv media mix

The authors recently analyzed the local delivery of national television schedules in concert with proposed purchases of spot radio weight on a Designated Market Area basis. The purpose of the analysis was to determine the optimal combination of...

Catalogue: ARF/ESOMAR Worldwide Radio 2001

Authors: Craig T. Gugel, Roberta M. McConochie

April 1, 2001

The wonderful art of creating more from less

This paper describes the development of a new multiple week reach model for Dutch radio data. The new reach formula has been developed to solve the inconsistency between available radio data that describe average week results and radio campaigns...

Catalogue: ARF/ESOMAR Worldwide Radio 2001

Authors: Bas de Vos, Camiel Camps

Company: GfK

April 1, 2001