RESEARCH: Turning Art Into Science
Provided by Radiocentre
New insight into radio creativity: What are the most effective features of radio advertising?
What was the Challenge / Background of the Campaign?
Effectiveness data from radioGAUGE reveals that, on average, people exposed to radio advertising are 40% more likely to consider purchasing an advertised brand compared to non-listeners.
Further analysis of the same data source reveals that - as with all other
media - creative execution is vital in optimising results from radio. Yet, as
the lone audio-only medium, creative effectiveness understanding for
radio seems to lag behind other media. Find out more...
What was the Campaign Objective?
'Turning art into Science' aims to help advertisers and their
agencies develop richer learning about radio creative effectiveness. The
report reviews two different data sources to explore the most effective
creative features used in radio advertising and considers how advertisers
should take these into account from the briefing stage through to final
The findings suggest that more consistent use of audio, not just in radio
but across all media, is crucial in delivering optimum audience
engagement with, and effects from, advertising.