NEWS: Initiative study claims radio spots generate more awareness than TV commercials

Radio can generate advertising awareness over and above television and it can be as effective at driving additional awareness when only ‘minimum’ TV is used.

Radio can generate advertising awareness over and above television and

it can be as effective at driving additional awareness when only

‘minimum’ TV is used.



These are some of the findings from a Millward Brown radio effectiveness

study commissioned by Initiative Media on behalf of its client,

Unilever.



The objective was to measure whether the effect of radio ads could be

observed across a number of unnamed researched brands.



Last year, Unilever decided to assess the effect of radio advertising in

the absence of any regional ITV support in the North-west and Scotland.



Only Channel 4, GMTV and satellite TV campaigns ran in the region, while

ITV was used to support brands in the South and South-east region, as

well as Channel 4, GMTV and satellite.



Millward Brown was then asked to conduct a radio advertising monitor to

assess the effects of the radio support over a 16-week period.



Continuous awareness tracking was conducted in three main areas:

Scotland and the North-west as ‘test’ regions, where radio was used, and

the South and South-east as the ‘control’ region.



The research not only measured the effect of radio, it also addressed

brand-specific issues such as whether ‘daytime’ radio could be effective

as ‘all-time’ and the effect of different patterns of activity.



Other conclusions were that radio effectiveness is clearly measurable

and that the initial use of 30-second radio ads can generate awareness

more quickly than a mix of 30-second and ten-second spots.



The study found that ‘daytime’ ads could generate greater radio

advertising awareness than ‘all-time’ for particular products.



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