Radio Advertising Drives Online Searches - New Study from RAB

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    September 22, 2017 10:55 AM PDT
    New research confirms that radio advertising drives online search results -  Radio Sales Today 9/22/17 http://www.facebook.com/sharer.php?u=http://multibriefs.com/ViewLink.php?i=59c42da2f18fa" target="_blank">http://multibriefs.com/images/facebook2.png" alt="Share on Facebook" border="0">http://twitter.com/?status=http://multibriefs.com/ViewLink.php?i=59c42da2f18fa" target="_blank">http://multibriefs.com/images/twitter2.png" alt="Twitter" border="0">http://www.linkedin.com/shareArticle?mini=true&url=http://multibriefs.com/ViewLink.php?i=59c42da2f18fa" target="_blank">http://multibriefs.com/images/linkedin2.png" alt="Share on Linkedin" border="0">http://multibriefs.com/ShareArticle.php?59c42da2f18fa" target="_blank">http://multibriefs.com/images/email.png" alt="E-mail article" border="0">



    Among the questions received most often by the Radio Advertising Bureau is: Does radio drive online behavior, and specifically, search activity? Based on the findings of a new research report, the answer is a resounding “yes!” 

    The study, conducted by the RAB in conjunction with research/consultancy organizations Sequent Partners, Media Monitors and In4mation Insights, revealed that radio generated a 29% lift in Google search activity across six different business categories – Automotive, E-commerce, Insurance, Auto Aftermarket, Jewelry and Wireless Communications. The report was based on an analysis of more than 2,100 local radio ads. 

    “We already know that radio delivers a strong return on an advertisers’ investments,” said Erica Farber, RAB President and CEO. “Now we know it drives search results across a number of advertising categories in addition to other metrics.” 

    Along with the 29% increase in Google search activity, the study also determined that search as a result of radio advertising is greater on weekdays, compared to weekends, and trends highest during the midday hours. In addition, it was noted that the quality of radio creative plays a key role in driving consumers’ search behavior. 

    Download the Executive Summary here.