The Benefits of Synergy: Moving Money Into Radio

I would like to share with you the results of the Synergy Study, conducted by the The Radio Ad Effectiveness Lab. It examines how radio works in a mix with other media.

During the study people were shown a series of television only ads and a series of newspaper only ads. Then they were exposed to a series of ads that included television and radio. Next they were exposed to a series of ads combining newspaper and radio.

In a test of unaided brand recall, the radio plus television group outperformed the television only test by 34%. But the most dramatic difference came from the newspaper versus newspaper plus radio. The newspaper plus radio group out performed the newspaper only test by 180%!

The study went on to conduct tests of total brand recall and first-choice brand selection with similar results.

The final conclusion of the Synergy study is that reducing the amount of television or newspaper and adding radio to the advertising mix while keeping overall investment about the same will increase the overall effectiveness of the advertising campaign.