RADIO ADDS REACH & RECEPTIVITY –        A SMARTER MIX!           February 2013                                   1
Objectives      • Commission MBI’s USA Touchpoints to work with seven actual brand        2012 media plans in diverse cate...
Seven Actual Campaigns And     Media Plans In The Study    2 Financial Services    2 Automotive OEMs    2 Quick Service Re...
Challenge:• Hold Dollars Constant• Enhance Reach, Frequency And ReceptivityResults:• Reallocating a portion of the budget ...
Radio Increases Campaign Reach                                As Much As 24%, For The Same Money                          ...
In Every Case, Reallocating Television Spend To Radio             Increased Reach Significantly At No Incremental Spend   ...
The Reallocations Had Negligible Impact On Overall TV Reach                                               •      Weekly TV...
And In Every Case, Average Frequency Increased Along With                                Reach                            ...
In Every Case, Reallocating TV Spend                           To Radio Increased Receptivity Significantly               ...
Conclusions     • Radio can significantly extend the reach of television plans … at no       additional cost, with negligi...
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Radio adds Reach and Receptivity -- a Smarter Media Mix 2013

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Seven case studies among four categories analyszed by MBI's USA Touchpoints for delivery of reach, frequency and messaging receptivity among target audience using different levels of television and radio at same budget level.

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  • Campaigns enjoy a significant lift in sales impact when adsare delivered to the target audience during moments when theyare most receptive to the message. According to a recent study, receptivity can provide a 25% lift in ad metrics directly correlated to sales results MBI TouchPoints measures the social-emotional context of targetaudiences’ lives to identify the moments of highest receptivity –the Receptivity Potential Index MBI TouchPoints measures the incremental impact on receptivityfrom specific media - including radio format -- providing a fact-based evaluation of radio’s ability to deliver incrementalreceptivity and sales impact
  • Radio adds Reach and Receptivity -- a Smarter Media Mix 2013

    1. 1. RADIO ADDS REACH & RECEPTIVITY – A SMARTER MIX! February 2013 1
    2. 2. Objectives • Commission MBI’s USA Touchpoints to work with seven actual brand 2012 media plans in diverse categories • Demonstrate that reallocating to radio a portion of the budget from TV results in: • Higher Reach • Higher Frequency • Enhanced Receptivity* • Reallocate 5%, 10% and 15% of the TV budget to radio and assess the impact of the new media mix on campaign effectiveness*MBI TouchPoints measures the social-emotional context of target audiences’ livesto identify the moments of highest receptivity – something they identify as the Receptivity Potential Index 2
    3. 3. Seven Actual Campaigns And Media Plans In The Study 2 Financial Services 2 Automotive OEMs 2 Quick Service Restaurants 1 Home Improvement3
    4. 4. Challenge:• Hold Dollars Constant• Enhance Reach, Frequency And ReceptivityResults:• Reallocating a portion of the budget to radio measurably increased both the reach and frequency of each campaign without compromising the delivery of the TV campaign 4
    5. 5. Radio Increases Campaign Reach As Much As 24%, For The Same Money • Percent Gains In Campaign Reach – 15% Reallocation of TV Dollars 24% Average 15.5% 18% 15% 15% 16% 12% 8% Auto 1 QSR 1 Financial Home Services 1 QSR 2 Improvement Financial Services 2 Auto 2Source: MBI TouchpointsTM; results in each case study based on the specific target audience for that particular client 5
    6. 6. In Every Case, Reallocating Television Spend To Radio Increased Reach Significantly At No Incremental Spend • Campaign Average Weekly Reach Original TV Schedule 5% to Radio 10% to Radio 15% to Radio +8% +28% +15% +24% +16% +18% +15% 82% 86% 86% 69% 76% 74% 80% 59% 64% 65% 54% 56% 47% 50% Financial Services 1 Financial Services 2 Auto 2 Home Improvement QSR 2 QSR 1 Auto 1Source: MBI TouchpointsTM; results in each case study based on the specific target audience for that particular client 6
    7. 7. The Reallocations Had Negligible Impact On Overall TV Reach • Weekly TV reach after reallocation Auto 1 Auto 2 QSR 2 WEEKLY REACH OF LIVE TV WEEKLY REACH OF WEEKLY REACH OFLIVE TV SCHEDULES TARGETS SCHEDULES TARGETS LIVE TV SCHEDULES TARGETSFULL SCHEDULE 79.5% FULL SCHEDULE 55.8% FULL SCHEDULE 65.0%5% CUT SCHEDULE 79.3% 5% CUT SCHEDULE 55.3% 5% CUT SHCEDULE 64.7%10% CUT SCHEDULE 79.3% 10% CUT SCHEDULE 55.2% 10% CUT SCHEDULE 64.2%15% CUT SHCEDULE 77.4% 15% CUT SHCEDULE 53.2% 15% CUT SHCEDULE 63.8% Financial Financial QSR 1 Services 2 Services 1 WEEKLY REACH OF LIVE TV WEEKLY REACH OF WEEKLY REACH OFLIVE TV SCHEDULES TARGETS SCHEDULES TARGETS LIVE TV SCHEDULES TARGETSFULL SCHEDULE 74.4% FULL SCHEDULE 50.1% FULL SCHEDULE 47.3%5% CUT SCHEDULE 74.1% 5% CUT SCHEDULE 49.2% 5% CUT SCHEDULE 45.6%10% CUT SCHEDULE 74.0% 10% CUT SCHEDULE 47.8% 10% CUT SCHEDULE 45.0%15% CUT SHCEDULE 73.6% 15% CUT SHCEDULE 47.6% 15% CUT SHCEDULE 43.3% LIVE TV WEEKLY REACH OF SCHEDULES TARGETS FULL SCHEDULE 64.1% Home 5% CUT SHCEDULE 63.8% Improvement 10% CUT SCHEDULE 63.5% 15% CUT SHCEDULE 63.0% Source: MBI TouchpointsTM; results in each case study based on the specific target audience for that particular client 7
    8. 8. And In Every Case, Average Frequency Increased Along With Reach • Average Frequency Original Reallocate 5% Reallocate 10% Reallocate 15% +29% +62% 8.0 7.6 +5% +52% +64% +43% +39% 6.2 4.3 4.4 3.6 4.3 4.5 4.7 3.2 2.3 3.0 2.2 2.9 Financial Services 1 Auto 2 QSR 2 Home Improvement Financial Services 2 QSR 1 Auto 1Source: MBI TouchpointsTM; results in each case study based on the specific target audience for that particular client 8
    9. 9. In Every Case, Reallocating TV Spend To Radio Increased Receptivity Significantly At No Incremental Cost • Increase In RPI* Weighted Dollars When 5%, 10%, 15% Of TV Spend Is Reallocated to Radio Original TV Schedule 5% to Radio 10% to Radio 15% to Radio +42% +64% +84% $14.0 $14.3 $12.6 +47% $10.6 +84% $10.1 $8.6 $6.9 $7.2 +20% +74% $5.4 $ in Millions $0.7 $1.3 $1.8 $2.2 $3.0 Financial Financial Services 1 Services 2 QSR 2 QSR 1 Home Source: MBI TouchpointsTM Improvement Auto 1 Auto 2*MBI TouchPoints measures the social-emotional context of target audiences’ livesto identify the moments of highest receptivity – something they identify as the Receptivity Potential Index 9
    10. 10. Conclusions • Radio can significantly extend the reach of television plans … at no additional cost, with negligible change to original TV delivery goals • And since Radio use corresponds more directly to key times in consumers’ lives - when they may be open and responsive to marketing ideas or suggestions - marketers can use radio’s selectivity to increase receptivity to their messages These seven studies help prove that radio can be a game changer for the potential of a campaign to deliver more effectively with no change in budget10

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