There is a ton of research on the signaling effects of ad spending. But new work tackles lingering questions: Why do advertising expenditures have a stronger impact on perceived quality for some brands and in some product categories but not as much for others? And how do increases in expenditures across different media channels affect quality perceptions?
Member Only AccessWhile most of marketers’ attention and research is focused on video, a new report emphasizes the importance of audio in light of the growing popularity of podcasts. In it, researchers explore the role of attention to audio.
Here are three perspectives: Ad spending numbers, reasons for ad spend increases and the long-term outlook for podcasts. Read more »
ARF members contributed to a new book, Transitioning Media in a Post COVID World, which highlights some surprising parallels between the current pandemic and the 1918-19 flu pandemic.
on the upper right of the web site or create an account to view this page. on the upper right of the web site or create an account to view this page. on the upper right of the web site or create an account to view this page.A new Nielsen study, commissioned by Westwood One, paints a rosy picture for a major unnamed auto aftermarket retailer that engaged in a three-month national radio campaign from March to June 2016.
Nielsen matched the Nielsen Audio Portable People Meter (PPM) panel with credit and debit card spending data, so it could compare purchases of those exposed to the radio campaign with consumers who were not exposed. The results: the unnamed retailer generated $21 of incremental sales for every $1 spent on radio.
Nielsen calculated ROAS by dividing the total sales boost by the radio ad investment. It found that the radio campaign drove a 64% increase in new customers; and a 48% increase in total buyers. Additionally, those exposed to the radio campaign the most (seven or more times) represented nearly half of the total sales increase.
