Overall, the picture seems clear: Radio and the Internet can be powerful advertising complements. Whether the goal is to reach more people, or to reach them with greater impact, this particular combination of media seems to be a recipe that works.
The research resulted in strong evidence that people exposed to both Radio and website ads are impacted more strongly than those exposed to website ads alone:
- Unaided recall for the mix of one Internet and one Radio exposure for these advertisers was four and a half times as high as the unaided recall for two Internet ads alone.
- The mix of one Radio and one Internet exposure had more than twice the aided recall of two Internet ads.
- A mix of Radio and Internet exposures also demonstrated clear potential to elevate other kinds of consumer impact, ranging from website visitation to emotional bonds, when the Radio ads themselves are impactful. Five of the Radio campaigns tested were especially effective.