SCBA Partners with Nielsen for Radio ROI Research Event

The Southern California Broadcasters Association (SCBA) announced today it will partner with Nielsen to present to Southern California clients and ad agencies on October 30, 2014. This event will showcase the value of Southern California Radio and spotlight new research findings from Nielsen on the link between audio advertising and its impact on ROI as well as its effectiveness. The Radio research event will be hosted by the SCBA on behalf of its members to bring full attention and understanding to these new, significant research findings. The event will feature the senior management from Nielsen Audio, Radio group CEOs with ownership in Southern California, SCBA and its member stations, and hundreds of clients and agencies.

“We wanted to create a compelling event that would significantly enhance Broadcast Radio’s value to our clients and agencies by showcasing Nielsen’s recent ROI findings,” said Thom Callahan, President of the SCBA. “The economic effectiveness of Radio can now be fully proven with Nielsen mining its deep arsenal to demonstrate the power of Radio and to help our clients understand how audio advertising drives business results."

Thom Callahan

This unique SCBA Radio Research Event is a call to action by the SCBA to the advertising community to elevate the discussion of Radio from “should we use Radio” to “how we should use Radio.” The SCBA agenda includes the event being held at the iHeartRadio Theater in Burbank, CA for maximum capacity, comfort, and visual appeal. Additionally, SCBA member stations will have their pre-recorded morning teams or personality talking about the special relationship Radio has to their listeners. And, to add additional importance to the SCBA/Nielsen event, Radio group CEOs with ownership in Southern California have been invited to discuss how Radio is driving more value and effectiveness for its clients.

“We are big believers in the strength of the Radio medium. Southern California Radio reaches well over 90% of consumers ever week which is very impressive given today’s fragmented media environment,” said Matt O’Grady, EVP Managing Director, Nielsen Local Media. “We look forward to sharing insights into the power of Radio in Southern California as well as findings from our research into the effectiveness of audio advertising.”

The SCBA’s Thom Callahan continued, “This singular event will communicate a very clear, confident, and unified message from all our member stations; Radio provides valuable consumers and its return on advertiser investment is outstanding.”