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The Effect of Radio on Newspaper & Television Advertising Effectiveness



Radio Can Make Newspaper Three times More Effective
  • Replacing one of two newspaper exposures with two radio ads almost tripled unaided brand recall.
  • When two radio exposures replaced one of two newspaper exposures, twice as many people chose the advertised brand as their first-choice product.
  • Trading a newspaper ad for two radio exposures gave much better message playback than seeing two newspaper ads.
Radio Can Make TV/Cable TV 34% More Effective
  • Swapping out one of two TV/Cable TV ads for two radio ads increased unaided brand recall by 34%.
  • When two radio ads replaced one of two TV/Cable TV exposures, more people chose the advertised brand as their first-choice product (60% increase over TV only).
  • Consumers that heard two radio ads (and only one TV/Cable TV ad) could restate a campaign’s main message just as well as those exposed to two TV/Cable TV ads.

Source: Southern California Broadcasters Association. 12/04