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- Radio has the human voice to convince
- 81% of consumers agree that a “human voice can establish a connection like nothing else can.”1
- 77% of listeners would try a brand recommended by their favorite radio personality.1
- Radio builds brands
- In a radio campaign, two breakfast products grew +7% and +12% in brand awareness.5
- 13% increase in parent company brand purchases.5
- Radio creative matters
- Radio creative is a key component to branding
- A powerful way to create an emotion is through sonic branding - using sounds to differentiate brands.3
- Sonic branding is critical to creative and creative is vital to driving sales.2
- A Nielsen study showed that creative ads drive an almost 50% sales lift.2
- Brand mentions are important
- An insurance company mentioned their brand name in the first few seconds of ad; 2x in :15 spots and 3x in :30 spots.2
- Their branding structure generated +11% likeability, +10% optimism, +7% trustworthiness and +6% purchase intent.2
- Voices, tone and music influence purchase intent
- The average audio logo does not contain a brand mention and is melodic, per Veritonic.7
- 71% of audio logos do not contain a brand mention and 78% of audio logos are melodic.7
- 45% of respondents that identified a correct brand associated with the logo have a logo containing the brand name.7
- 20% of brand logos are melodic.7
- 10% of brand logos are nonmelodic.7
- 6% of brand logos do not contain their brand names.7
- A Veritonic ad study found that audio logos that mention brand names have an audio score of 69.3
- Brands that did not mention their brand name had a 55 audio score.3
- Audio logos that had a melody had a 77 audio score.3
- Audio logos that did not have a melody included had a 60 Veritonic score.3
- Radio delivers a strong return on investment (ROI)
- Average radio payback per investment is $10:$1.6
- In a study, a parent brand saw an $11.96 return on ad spend per $1, while their men’s personal care brand saw a $1.23 return on ad spend.4
- The parent brand gained an 8% increase in sales among households where men were exposed to radio.4
- It is the originator of experiential marketing
- Radio station-produced remotes or events allow for sampling opportunities, increasing brand awareness.
Sources: 1) Katz Media Group, Our Media, 2019; 2) Westwood One, Cumulus Media VERITONIC, Do Disclaimers Ruin Tier Two Auto Ads, May 2018 3) Westwood One; VERITONIC, Audio Logo Index 2021; 4) Westwood One, Nielsen Catalina Solutions, Groundbreaking Research Proves AM/FM Radio Delivers Strong ROI for Personal Care Brand, 2018; 5) Westwood One, Maru/Vision Critical, New Breakfast Brand Successfully Uses AM/FM Radio to Build Awareness and Drive Purchases, 2019; 6) Nielsen Studies 2014-2016; 7) 2022 Audio Logo Index by Veritonic
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