"What's the best medium for delivering eye-popping return on investment?
Strangely enough, it may be radio, at least in a study of 10 brands from last year."
So begins a recent article from Advertising Age, in which Nielsen researchers found that Radio delivered an average six-fold return on investment for the ten brands that were studied.
The study was commissioned by Clear Channel Media and Entertainment, whose executive VP in charge of the study, Radha Subramanyam, has worked in both TV and digital media.
She's quoted in the article, saying, "I have never seen such consistent delivery against advertising metrics and this kind of massive return on investment...it's shocking how connected people are to their radio."
Definitely worth reading and sharing with your sales team and advertisers.
This is the kind of information we need to be putting in front of every client, particularly those already doing business with us. When we're talking about ROI we're on solid ground. When we start talking about "us" we're in trouble.
