Adding internet radio to an over-the-air campaign more than triples ad response

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A new study provides ammo for sellers pitching internet radio to media buyers. Adding internet radio to a broadcast campaign elicits an ad response that’s 3.5 times greater than the response produced by a broadcast campaign on its own. That’s one of the top line findings from a second, separate TargetSpot-commissioned online study of ad effectiveness among 2,127 U.S. broadband households conducted by Parks Associates. By comparing ad recall and responses for broadcast radio listeners who don’t consume internet radio with those that do, the researchers make a strong case for the additive value of internet radio. For example, only 4% of those who recalled hearing a broadcast ad visited the advertised company’s website or searched online for product information. But the percentage jumped to 15% when an internet radio ad component was added. “Internet radio is effective on its own, as well as boosting the effectiveness of other mediums,” TargetSpot VP of marketing Amy Becker says. The study found the additive impact occurred across multiple categories. Adding internet radio ads doubled broadcast campaign recall for ads in the insurance, food and beverage and financial services categories, and tripled it for travel campaigns. Increases were lower for restaurants and automotive products. “This audience is highly engaged in the content and this engagement is driving recall and response well beyond the click,” Becker says. The percent of those who purchased a product or service at retail rose from 4% to 11%, those who became a fan or clicked “like” on a social network went from 0% to 8% and those who purchased a product or service online increased from 2% to 5%. TargetSpot execs will present the findings to ad agencies in New York tomorrow during a road show. Some results were also presented yesterday at the RAIN Summit West in Las Vegas