Radio is '20% more cost-effective' at building brands, research claims

Radio can improve the cost-effectiveness of advertising campaigns by over 20% because it helps a brand to win "share of mind" with consumers, according to new research. Radiocentre, the trade body for British radio, said its new research, called Radio: The Brand Multiplier, shows how radio advertising "expands a brand’s network of mental associations and increases share of mind for a brand, significantly increasing the effect of brand communication over TV alone".

News 9 years ago Unknown author

Radio can improve the cost-effectiveness of advertising campaigns by over 20% because it helps a brand to win "share of mind" with consumers, according to new research.

Radiocentre, the trade body for British radio, said its new research, called Radio: The Brand Multiplier, shows how radio advertising "expands a brand’s network of mental associations and increases share of mind for a brand, significantly increasing the effect of brand communication over TV alone".

Radiocentre said it took its inspiration from Australian academic Professor Byron Sharp who has argued in his booksHow Brands Grow, parts 1 and 2, that brands that spring easily to mind largely determine what we buy and that they must appeal to light buyers to grow.