Plenty of advertisers rely heavily on TV for their messaging. New findings from Nielsen show that if they're not using radio, they're placing themselves at a disadvantage when it comes to reaching audiences.
Cumulus | Westwood One worked with Nielsen on a series of cross-media studies to track ad exposure when radio is added to a TV campaign. Looking at diverse categories with varying levels of ad spend, they found that the addition of AM/FM radio brought an average +20% incremental reach. In fact, radio in the mix consistently increased the campaign's reach across all demographics, most dramatically among Adults 18-34, which averaged +41%.
Chart is interactive; click gray circle to enlarge.
Radio is a natural complement for any TV campaign, it delivers light and non-TV users, and goes where TV cannot - reaching consumers on the go and close to the point of purchase. Adding radio to TV optimizes campaigns, bringing incremental reach and frequency for demos under-served by TV.