Client partner: Radiocentre
Project: Radio: The brand multiplier
Typically radio advertising is used for tactical messaging, so when it came to brand campaigns our client Radiocentre identified a knowledge gap around the effectiveness of radio.
differentology’s research aimed to gather new insights and plug this gap. They structured the research on the evidence-based findings of Byron Sharpe, who showed that it was beneficial for brands if people have a wide network of memory associations with their brand.
Three groups of people were exposed to different combinations of adverts via a lab test. This allowed us to compare a control group (no ads), a TV only group (exposed only to audiovisual ads), and a radio + TV group (exposed to audiovisual and audio ads).
Our main findings were as follows:
• Audio-visual and audio advertising have a big impact on bringing brands to mind in a buying situation.
• When audio is included into the mix, it significantly improves the effects of brand communication:
• Radio advertising alongside TV ads can improve the cost effectiveness of brand campaigns by 20%.
The research has received coverage in industry press such as Campaign, and positive feedback from advertisers and radio professionals alike.
Read the full report at Radiocentre.