Radio promotions more effective than ad spots
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Sponsorship and promotion is the best remembered form of radio advertising and has the most impact, according to a recent study.
According to research conducted by Absolute Radio, promotional tools such as competitions and live brand mentions by DJs are a more effective way of boosting recall and impression of the brand than spot advertisements.
The findings were based on interviews with four groups of 250 listeners, who were each played a station jingle, an advertisement, a promotional trail and a “live read” about Starbucks instant coffee Via, which is unavailable in the UK.
The study found that a live read by a DJ talking about the product led to the best spontaneous recall, with 80% remembering the brand, while promotional trails for sponsored shows or competitions were recalled by 73% and ads 58%.
Live reads were also found to have the most positive impact on listeners, 43% said the audio left them feeling more positive about the brand, compared with 36% for promotional trails and 31% for ads.
Commercial radio receives about 20% of advertising revenue from sponsorship and promotion, with some observers saying that that number is likely to increase.
David Peters, head of sponsorship at Carat, says sponsorship and promotion provides an “emotional connection” with listeners. “There is an implicit endorsement about a DJ talking about a brand in the context of a competition.”
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Sony Music's Strategic Partnerships team work with brands and agencies that are forward thinking, innovative and share the desire to connect with their target audience through music, the UK's #1 Passion
Head Of Insight
Ball & HoolahanMarketing Assistant
FutureGroup Marketing Manager
Orchard & ShipmanMarketing Manager Undergraduate Markets
University of WolverhamptonCustomer Research Manager
River Island
Readers' comments (3)
Richard Vaughan | Wed, 17 Feb 2010 11:33 am
OMG an organisation called Absolute Radio says radio performs best in instant recall...what next? Absolute Bears claim that 85% of bears really do s*** in the woods!
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Kerry | Wed, 17 Feb 2010 2:04 pm
As a radio listener, couldn't agree more. The ads in the commercial breaks grate with their irrtating jingles and whiney voiceovers and are likely to be turned off or prompt a trip to put the kettle on but promotions let listeners know about the products without spoiling their enjoyment of the regular radio programming. Even a product of no interest can produce an entertaining and memorable feature that may prompt the listener to discuss it with others.
Richard - go back and actually read the article this time instead of trying to be funny.
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Adam Bowie | Wed, 17 Feb 2010 5:18 pm
Richard,
That's *not* what the research says at all.
It examined radio listening only, and established that using the benefits of using radio sponsorship and promotions ahead of straight forward airtime.
This is definitively not a piece of research saying that radio is better than TV/press/internet/insert-your-media-here.
Indeed when we started this research project, we went out of our way to not create something like that.
If you want to learn more about what we did research and how we did it, then please visit our blog where you can also download a summary: http://onegoldensquare.com/2010/02/amplify-by-adam-bowie/
Adam Bowie
Head of Strategy & Planning, Absolute Radio
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