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.
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