PEOPLE MORE LIKELY TO REMEMBER RADIO ADS, STUDY SAYS
By Adnews Staff
People remember radio ads at just about the same rate as TV ads, according to a study commissioned by the Radio Marketing Bureau. Radio ads are recalled 98.6% of the time for packaged goods products and 83% of the time for all goods and services. Almost 90% of respondents could remember at least one radio or television commercial in a time slot. Total recall for radio was 99.1% of TV recall. Radio advertising for retail products was remembered at a higher rate than TV at 112.5%, while recall for services was almost identical between radio and TV. Radio ads during news and current affairs programming earned a higher rate of recall than did TV. Advertising during morning news programming on a news/talk radio station was recalled by 37.3% of respondents, compared with 33% for a weeknight edition of the local/regionl/national TV news and 31.3% for a Sunday evening episode of a public affairs program. The recall study is the second in a series of four studies commissioned by the RMB. The results of the first study were released last fall. It indicated that Canadians are avoiding TV advertising but staying tuned to radio advertising. Both studies were done by ComQUEST.