What Medium Scores Highest ROI? It May Be Radio
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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.
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.
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