Radio Scores the Highest ROI in new Study

Radio_Payback_Graphic_3.14Radio had the best Return on Investment (ROI)  in a study of 10 brands from last year.

Despite a recent flood of studies and marketer statements validating returns from Facebook and other digital media, radio beats most of those glowing digital ROI numbers in a study of 10 brands that advertised on Clear Channel stations. The study is from Nielsen Catalina Solutions, which combined data from Nielsen’s newly acquired radio-audience measurement business with shopper-card data from Catalina.

Brands averaged a sales lift of more than $6 for every $1 spent on radio ads – an ROI double that of even the best results from many recent studies of digital or TV media, including one from France and Coca Cola that Facebook recently touted. One retail brand delivered an almost unheard of $23.21 in sales lift for every $1 invested, though a soft drink brand at the low end of the range delivered a more pedestrian $1.38.

The study was presented at the Advertising Research Foundation’s Re:Think 2014 conference in New York on Monday (24 March 2014). Check out the full story from AdAge here