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Radio Adds Reach & Receptivity – A Smarter Mix!

February 2013. Radio Adds Reach & Receptivity – A Smarter Mix!. 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

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Radio Adds Reach & Receptivity – A Smarter Mix!

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  1. February 2013 Radio Adds Reach & Receptivity – A Smarter Mix!

  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’ lives to identify the moments of highest receptivity – something they identify as the Receptivity Potential Index

  3. Seven Actual Campaigns And Media Plans In The Study 2 Financial Services 2 Automotive OEMs 2 Quick Service Restaurants 1 Home Improvement

  4. Challenge: Hold Dollars Constant Enhance Reach, Frequency And Receptivity Results: 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

  5. Radio Increases Campaign Reach As Much As 24%, For The Same Money • Percent Gains In Campaign Reach – 15% Reallocation of TV Dollars Average15.5% Auto 1 QSR 1 Financial Services 1 Home Improvement QSR 2 Financial Services 2 Auto 2 Source: MBI TouchpointsTM; results in each case study based on the specific target audience for that particular client

  6. In Every Case, Reallocating Television Spend To Radio Increased Reach Significantly At No Incremental Spend • Campaign Average Weekly Reach +8% +15% +28% +16% +24% +18% +15% Financial Services 1 Financial Services 2 Home Improvement Auto 2 QSR 2 QSR 1 Auto 1 Source: MBI TouchpointsTM; results in each case study based on the specific target audience for that particular client

  7. The Reallocations Had Negligible Impact On Overall TV Reach Auto 1 Auto 2 QSR 2 • Weekly TV reach after reallocation Financial Services 2 Financial Services 1 QSR 1 Home Improvement Source: MBI TouchpointsTM; results in each case study based on the specific target audience for that particular client

  8. And In Every Case, Average Frequency Increased Along With Reach • Average Frequency +29% +62% +5% +52% +43% +64% +39% Financial Services 1 QSR 2 Auto 2 Home Improvement Financial Services 2 QSR 1 Auto 1 Source: MBI TouchpointsTM; results in each case study based on the specific target audience for that particular client

  9. In Every Case, Reallocating TV SpendTo Radio Increased Receptivity Significantly At No Incremental Cost • Increase In RPI* Weighted Dollars When 5%, 10%, 15% Of TV Spend Is Reallocated to Radio +42% +64% +84% +47% +84% +20% +74% $ in Millions Financial Services 1 Financial Services 2 QSR 2 QSR 1 Home Improvement Auto 1 Auto 2 Source: MBI TouchpointsTM *MBI TouchPoints measures the social-emotional context of target audiences’ lives to identify the moments of highest receptivity – something they identify as the Receptivity Potential Index

  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 budget

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