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BizReport : Blogs & Content archives : November 17, 2011

Studies: Traditional media finding traction

Wondering if radio is still getting results? And what about newspapers? Wonder no longer. A new report from Ipsos OTX indicates radio is still getting results - as long as the correct message is sent over the airwaves. According to the report consumers exposed to radio advertising were more engaged throughout the purchase funnel than a core group who were not exposed. As for newspapers, their readership is gaining traction as well.

by Kristina Knight

With all the focus on new ad formats for online, mobile and social media campaigns, brands may wonder if the 'Old Faithfuls' of advertising are still performing. Turns out, they are, if a little differently than before. Recent data from the Newspaper Association of America found overall traffic to newspaper websites was up; but their research also shows readership of Sunday newspaper editions has also increased.

While print readership may have declined for the other six days of the week, by targeting local news, offering special promotions and adding value through community events, several newspapers have increased subscriptions and Sunday paper sales. But newspapers aren't the only traditional media showing an upswing.

Researchers with Ipsos OTX compared groups of consumers who had been exposed to radio advertising and those who had not been exposed to radio ads. They found those exposed to radio ads were more aware of the brand (10% increase), felt more familiar (16% increase) and had a higher brand affinity (39% increase) than those unexposed. Radio ads were also found to influence purchase intent and recommendation intent.

Perhaps the key takeaway is that for the ads to engage, there needs to be an emotional connection as well as a rational connection. Researchers found that, while radio works on rational as well as emotional levels, ads with an emotional connection scored as stronger than those with only rational elements.

Ipsos OTX conducted the study for Katz Marketing Solutions; researchers evaluated campaigns within several categories including movies, financial services, retail and fast food to reach their results.

Tags: advertising, Ipsos OTX, Newspaper Association of America, newspapers, online content, radio

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