RAEL: Radio Plus Web Equals Better Ad Recall

Katy Bachman

FEBRUARY 09, 2007 -

Radio’s share of local online ad revenue dipped from 4 percent to 2 percent in 2006, according to Borrell Associates, but a new study conducted by Harris Interactive for the Radio Ad Effectiveness Lab could help the industry reverse that trend. The study, the fifth in a series of eight studies designed to demonstrate and explore how radio works for advertisers, found ad recall increased significantly when ad campaigns mixed radio with the Internet.

Adding radio to an Internet-only campaign enhanced unaided recall of advertising by four-and-a-half times, from 6 percent to 27 percent, while aided recall increased 25 to 58 percent.

“Branding was consistently higher with a mix of radio and the Internet. The differences were large and statistically significant,” said Jim Peacock, president of Peacock Research, which is a consultant to RAEL. “The two are powerful complements for advertisers."

Results of the test were based on the responses of two test groups. One group of 800 respondents were exposed to two Internet ads, the other group of 800 was exposed to one radio ad and one Internet ad. Actual advertising campaigns were used in the test from a variety of categories including fast food, grocery/meat, over the counter drugs/headache, travel, restaurant, grocery/canned, over the counter/breath and an electronic device.

The next study on the Ad Lab’s list will examine the hot-button topic of engagement with radio advertising compared to TV. The results will be reported in about three months.