Germany: Radio makes TV advertising more effective

If one TV contact is combined with two radio contacts, brand awareness increases by 132 percent. With two TV contacts, on the other hand, it is only 125 percent. This is the result of a study by Radio Marketing Service (RMS) and ARD-Werbung Sales&Services (AS&S). "Radiopower - the power that creates memories", as the study is called, proves that brand awareness increases more strongly when respondents perceive a brand not only on television but also on the radio. Companies that shift part of their advertising budget from television to radio not only achieve a higher advertising impact, but also make their campaigns more efficient. Mix campaigns offer a more favorable price-performance ratio, as advertising on television is considerably more expensive than on the radio. According to the study, radio as a complementary medium to television is also more efficient than advertisements in magazines. This is because people remember radio commercials more than printed advertisements. 800 people between the ages of 18 and 60 were asked about 24 television and twelve radio commercials as well as 31 newspaper advertisements. Advertisements for beer, coffee and cars were among those tested.