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 production. 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.

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BudgetReach & FrequencyTarget AudienceMedia Used
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All adultsBoth
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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