Of all mainstream media, radio is most often combined with television. The public, glamorous and exciting perception of TV makes it a very popular choice for advertisers. However, as RAB research shows, its conjunction with many of radio's characteristics offers a highly powerful and proven multiplier effect.

Reach more people, more often, at more relevant times, and increase campaign effectiveness

Radio adds cost effective frequency distribution, more executions and coverage to TV campaigns, and reaches people at more relevant times, all of which result in a strong multiplier effect. Radio can add a more personal, friendly connection alongside the public and distant nature of TV. Creative synergy is hugely influential in optimising the effect of combined TV and radio campaigns, especially in terms of audio branding properties

Sainsbury's recipe campaign - Sainsbury's decided to take the brand communication elements of their TV campaign (Jamie Oliver/quality food ideas) and extend these onto radio to feed mums ideas when they most needed them (on the school run). The activity enhanced brand perceptions and drove consumers in store to pick up recipe cards and purchase the products featured Go to RABOnLine to find out more about this case study, as well as others such as Diet Coke, Bluewater, Nescafe Original, and Toblerone.

Reach more people, more often, at more relevant times, and increase campaign effectiveness. Radio is four times more cost-effective than TV at generating awareness. 10% of a TV budget deployed onto radio can uplift overall ad awareness by 15%. Some form of audio branding is a common factor across the most successful radio and TV campaigns