A new brand study from TagStation LLC’s Dial Report radio measurement platform finds that radio spots, on average, drive 22% traffic lift for retailers.
The study analyzed 1.5 million radio spot plays for 10 brands in the top 100 U.S. markets, collecting listener data from April through June 2018. Utilizing the Dial Report’s proprietary radio attribution capabilities, researchers compared consumer actions of listeners exposed to radio campaigns against those not exposed to ultimately evaluate the impact of radio advertising on average retail store visits.
Among the key findings of the study:
- Store traffic lift saw the following increases:
- Automotive: 32%
- Beauty: 32%
- Quick Service Restaurants: 23%
- Home Improvement: 7%
- Retailers saw higher average store visits from listeners exposed to radio ads on Saturdays and Wednesdays compared to those not exposed
- Retailers saw higher average store visits from listeners exposed to radio ads on Top 40 and Adult Hits radio formats compared to listeners not exposed
The study was done in partnership with the RAB.
RAB President/CEO Erica Farber said, “Continued conclusive attribution and critical data provides broadcasters, advertisers and brands greater clarity on assessing ROI for radio campaigns.”