In this week’s egtabite we take a closer look on new research from Nielsen published by the Audio Active Group in the US. It shows why a blend of digital ad platforms and AM/FM radio is one of the most powerful combinations in media.

Some of the largest studies ever conducted on advertising effectiveness have found as the number of media platforms utilized increases, effectiveness and sales effect grow. Spending across multiple platforms delivers greater ROI than any single platform.

Nielsen Scarborough: Digital and radio work so well together because their audience profile is very similar

An examination of the socioeconomic profile of heavy Internet users and heavy AM/FM radio listeners finds many similarities. AM/FM radio and digital share very similar profiles for employment, presence of children, income, and age profile.

Compared to heavy TV viewers, heavy AM/FM radio listeners are younger, in larger households, more affluent, more employed, and are bigger users of social media. AM/FM radio and digital work so well together because of their similar audience profiles.

Nielsen Commspoint, the media planning platform, examined four types of AM/FM radio campaigns – small, medium, large, and very large. For each of the four AM/FM radio campaigns, the addition of digital was priced as a 20% increase to the base AM/FM radio plan.

In each case, adding a digital media component of online video and social to the AM/FM radio plan generated a +13% to +20% lift in campaign reach.

The addition of digital to the AM/FM radio campaign saw reach grow in every age group, especially among 18-24s.

For each of the three digital campaigns (heavy, medium, and light), the addition of AM/FM radio was priced as a 20% increase to the base digital plan. According to Nielsen Media Impact, the media optimization platform, heavy, medium, and light digital campaigns see a boost in audience reach when AM/FM radio is introduced into the media plan.

• A heavy digital plan sees campaign reach increase +27% with the addition of AM/FM radio
• A medium digital plan generates a +38% reach growth when AM/FM radio is introduced
• A light digital media plan finds campaign reach almost doubles (+94%) when AM/FM radio is added to the plan

It is interesting to note that the greater reach lift occurs with adding AM/FM radio to the smallest digital campaign. Advertisers with small budgets are sometimes concerned that adding new media platforms might spread themselves too thin.

These new findings from Nielsen should be exciting news for advertisers with small digital budget programs. The 20% increase to the budget to add AM/FM radio to the small digital campaign results in an eye-popping doubling of reach.

The addition of AM/FM radio to a digital plan results in reach lift across all demographics. The older the demographic, the greater the reach lift when AM/FM radio is introduced to a digital media plan. Given that older demographics hold the vast majority of the wealth in the U.S., growing 35+ reach is a powerful marketing strategy.

Text adapted by egta - originally published by Pierre Bouvard - the Chief Insights Officer of the Cumulus Media | Westwood One Audio Active Group®.

In this week’s egtabite we put the spotlight on The Global TV Group’s latest initiatives and highlight how sales houses and TV companies can take advantage of the Group's plentiful resources when promoting TV as an advertising medium.

For those unfamiliar, The Global TV Group is a grouping of broadcasters' and sales houses' trade bodies in Europe, the USA, Canada, Australia and Latin America, with egta as the main coordinator of the Group. Its objective is to promote television and remind advertisers, journalists, tech gurus, agencies and industry peers about the effectiveness and unmatched power of TV. And to that point, look no further than to some of the key projects of 2021. 

The Global TV Deck compiles data and facts from across the world, presented in an easy-to-use slide deck. The slides are nickable, i.e. you can pick the slides to use that fits your purpose. The latest update of the deck reveals how direct-to-consumer companies, known for being data-driven and representing the fastest-growing, most successful brands today, are some of the biggest TV spenders globally. It also shows in hard figures how the FAAAM, which stands for Facebook, Amazon, Alphabet (Google's parent company) and Microsoft, recognise TV as a valuable means of driving growth and use it more than ever to communicate.

Another update of the Global TV Deck in 2021 also demonstrates why these companies and others choose TV as an advertising medium – namely the unmatched scale of TV, needed to grow brands’ customer base. The slide deck comprises data from 27 markets on TV’s reach and total video consumption – establishing TV as the most powerful medium.

Lastly, the first update of the deck in 2021 arms advertisers with the latest TV effectiveness evidence. By gathering research summaries from various countries, the collection illustrates how TV drives business outcomes and provides businesses with the best leverage for their marketing activities.

“The meaningful insights gathered by the Global TV Group strikingly showcase that companies of all shapes and sizes embrace TV to catapult their brands to fame. Brands born on the internet and online giants alike put their trust and ad dollars in our medium – and this new compilation of industry-audited data allows us to look beyond our boundaries and see that this trend holds true across the globe,” says Katty Roberfroid, Director General of egta.

What makes TV special, how is it evolving and how does it help brands drive business? To answer these questions and more, egta and the Global TV Group reached out to 23 CEOs and TV industry leaders to collect the key arguments for TV with short, easy-to-digest video statements. A compilation of the videos was premiered during this year’s Online Talk – Tomorrow’s TV, created Today – celebrating the 25th anniversary of World TV Day on 21 November. The video and all the individual statements are available here – a virtual compendium with arguments outlining the strengths of TV today!

On the same occasion, the Group released a 30-second TV spot, showing how television has evolved to become much more than it used to be and is now available anywhere at any time for anyone. Broadcasters around the world adapted the clip’s message to local languages, amplifying the message. As the clip is adaptable, it can also be used in a larger context, to promote TV as a modern, dynamic, ever-evolving and trusted medium that beats all the other. We welcome you to adapt the clip and use it for multitude of different purposes such as PR, conferences, to open a pitch or any other settings.

For more information about the Global TV Group, we invite you to have a look at https://www.theglobaltvgroup.com/.