The study analyzed 1.5 million radio spot plays for 10 brands in the top 100 US markets, collecting listener data from April through June 2018. Utilizing the Dial Report’s proprietary radio attribution capabilities, researchers compared consumer actions of listeners exposed to radio campaigns against those not exposed to ultimately evaluate the impact of radio advertising on average retail store visits.
“We are excited to share these study findings that further confirm how important broadcast radio is to the entire retail industry,” said Paul Brenner, President of TagStation, LLC. “Dial Report’s unique attribution capabilities can help broadcasters better enable advertisers, to analyze specific consumer behaviors, like foot traffic, in order to identify trends and optimize campaigns.”
- Store traffic lift saw the following increases:
- Automotive: 32%
- Beauty: 32%
- Quick Service Restaurants: 23%
- Home Improvement: 7%
Retailers saw higher average store visits from listeners exposed to radio ads on Saturdays and Wednesdays compared to those not exposed,
Retailers saw higher average store visits from listeners exposed to radio ads on Top 40 and Adult Hits radio formats compared to listeners not exposed.
“We’re delighted to partner with TagStation’s Dial Report team to once again demonstrate radio’s effectiveness to influence consumer decisions and purchase behavior,” said Erica Farber, President and CEO of the Radio Advertising Bureau (RAB). "Continued conclusive attribution and critical data provides broadcasters, advertisers and brands greater clarity on assessing ROI for radio campaigns.”