SCBA, Nielsen Audio Showcase Radio's ROI

The Southern California Broadcasters Association (SCBA) and Nielsen Audio held a Standing Room Only Radio research event last Thursday, October 30 at the iHeartRadio Theater in Burbank, CA.

Almost 400 Southern California clients and agencies attended the capacity event which showcased the value and growing listenership of Southern California Radio. The Radio ROI event showcased new research findings from Nielsen Audio on the link between audio advertising and its impact on ROI as well as its effectiveness. The Radio ROI research event was hosted by the SCBA on behalf of its members to bring full attention and understanding to these new, significant research findings. The event featured senior management from Nielsen Audio, Radio group CEOs with ownership in Southern California, SCBA and its member stations, and hundreds of clients and agencies.

“This event was about creating a new value model for Broadcast Radio; one that is based on actual consumer purchases, Radio’s effectiveness to influence that purchase, and the empirical data to overwhelming prove Radio’s enormous return on an advertiser’s investment,” said SCBA President Thom Callahan.

The unique SCBA/Nielsen Radio ROI Research Event was produced to create a Radio atmosphere, providing guests with a special audio environment and a unique theater experience. Radio Group CEOs and COOs offered their thoughts on Radio’s ROI, including Jeff Smulyan, CEO of Emmis Communications, Patrick Walsh, EVP, CFO and COO of Emmis Communications, Jose Valle, President of Univision Radio, and Miles Sexton, COO of Point Broadcasting. The event also debuted a customized Harris Polling survey completed the week before the event that asked Southern California Radio listeners to describe the first words they think of when it comes to Radio. A word cloud displayed to the audience highlighted a series of positive listening reactions which demonstrated the loyal reaction listeners have to Southern California Radio.

The complete Nielsen presentation can be viewed at www.scba.com, with a complete photo gallery at www.facebook.com/SouthernCaliforniaBroadcastersAssociation. A full video of the entire event: Click Here.

“We are pleased that so many advertisers, agencies and broadcasters were interested in the power of Radio in Southern California and its unique ability to drive sales and marketing results,” said Matt O’Grady, EVP Managing Director, Nielsen Local Media.

The SCBA’s Thom Callahan continued, “Our goal was to have this singular event resonate within the advertising community and bring a new urgent value to Broadcast Radio. Based on all the initial feedback, we believe we achieved our goal.”