Radio Results Best in a Decade
On June 2nd, Mediapost emailed a brief entitled, ‘Radio Results Best in a Decade’ Why this increase?
5 Reasons
Reason 1: Control Image:
Increasingly brands are losing control of their message as consumers speak up on-line, create ads and define brands themselves. Traditional media, like radio, provides a valuable platform for brand managers eager to build and sustain an image.
Reason 2: Association Control:
Related to number 1, brands can place themselves on stations and day-parts that not only reach their target, but sustain a certain image. Tiffany’s, for example, on a classical music station. On the web everything gets mixed in together. Luxury next to Pepsi.
Reason 3- Back to What We Know:
In times of crisis, people tend to go back to what they know. Traditional media buys bring comfort in crumbling times.
Reason 4: Internet Still Hard to Measure!:
Agencies still not sure exactly how internet helps a brand, but they know it does something. Radio is well studied, folks know what they’re getting.
Reason 5: Internet Revives Radio:
Increasingly people are listening to Internet or streaming radio. Even though most of this listening is not yet measured (Many markets still use diary and ask very few questions related to web-listening..such as “where did you listen”) But the fact remains, the radio is still playing!
Given this resurgence of investment in traditional media, clearly old school media planning (reach + frequency etc), still has a place alongside of it’s new more talked about cousin, new metrics such as impact etc. Whatever new planning metrics we add, clearly advertisers don’t yet want us to abandon media fundamentals.
To read the original article, click below
Click to read this article on the MediaPostPublications.com website.
