Radio advertising works better than online advertising
Radio advertising is significantly more effective than online advertising. This is the conclusion of a recent study by ARD Werbung Sales und Services (AS&S).
Radio advertising is much more effective than advertising on the internet. The chance of a brand being remembered by consumers is much greater on the radio than with online campaigns, for example. This is the result of a recent study by ARD Werbung Sales und Services (AS&S).
As part of the "Radio/On" study, 500 internet users aged between 14 and 49 were invited to test studios and divided into two groups. One group was played radio programs with commercials, the other was shown websites with online advertising. After 30 minutes, the radio listeners remembered more brands than the Internet users after the same media usage time. While the online respondents only remembered 4.9 percent of the advertised brands, the radio listeners remembered an average of 14.7 percent of the advertising messages, as Pressetext.ch reports.
However, radio and the internet can be used very well in parallel, whereby the user's attention is not influenced by the other medium. According to the study, 27% of all internet users frequently use radio and online at the same time. Radio attracts broad attention, whereas the web creates a strong bond, especially in target groups with an affinity for products and brands. The traditional medium of radio has therefore not lost any of its importance.
As part of the "Radio/On" study, 500 internet users aged between 14 and 49 were invited to test studios and divided into two groups. One group was played radio programs with commercials, the other was shown websites with online advertising. After 30 minutes, the radio listeners remembered more brands than the Internet users after the same media usage time. While the online respondents only remembered 4.9 percent of the advertised brands, the radio listeners remembered an average of 14.7 percent of the advertising messages, as Pressetext.ch reports.
However, radio and the internet can be used very well in parallel, whereby the user's attention is not influenced by the other medium. According to the study, 27% of all internet users frequently use radio and online at the same time. Radio attracts broad attention, whereas the web creates a strong bond, especially in target groups with an affinity for products and brands. The traditional medium of radio has therefore not lost any of its importance.
