Nielsen Data Realigns Media Effectiveness Ranker

Radio is no stranger to being undervalued, as industry research notes that advertisers continue to underestimate radio's usage. Now, global data from Nielsen sheds light on even more marketer misperceptions about radio - this time about its effectiveness, and sets the record straight with actual ROI benchmarks.

📻RADIO IS WRONGLY UNDERESTIMATED - AND NIELSEN CAN PROVE IT

Nielsen's Global Annual Marketing Survey asked marketers about their perceived media effectiveness. And, unfortunately (for the industry and for the surveyed marketers) radio came in last place - behind all measured traditional and digital media types. This means advertisers are likely overlooking and underinvesting in a truly impactful medium, to the potential detriment of brand health. Because, according to Nielsen's global ROI benchmarks, radio delivers the second highest return for advertisers - ahead of nearly every other measured media. With actual ROI data in place of perceptions, the effectiveness ranker gets turned on its head.

Perceived Effectiveness

Actual ROI

Re-sorting Nielsen's ROI benchmarks to show a new, true effectiveness ranker reveals radio's rightful place - towards the very top. Second only to social media, radio delivers higher returns for advertisers than all other traditional media. While radio is perceived to be less effective than digital media, it delivers an ROI +30% higher than video and display, and +70% higher than search and CTV.

➤For more information from Nielsen.