April 28, 2014

NIELSEN CRACKS THE CODE ON RADIO ROI

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Economy is driving increased need for marketing efficiency

Advertisers demand it

Purchasers need it

Marketers need a

more precise media mix

Marketers need to evaluate traditional media

vs. emerging choices

HIGH DEMAND FOR ROI

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PROVIDED THE FINAL PIECE TO DEVELOP THE “HOLY GRAIL”

THE NIELSEN ACQUISITION OF

ARBITRON

RADIO ROI

WHAT IS RADIO ROI?

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WHAT IS RADIO ROI? A breakthrough collaboration between Nielsen and various partners creating the first single-source ROI tool for radio.

NIELSEN AUDIO DATA

CONSUMER DATA

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WHICH CATEGORIES ARE COVERED?

CPG

MEDIA

ENTERTAINMENT

RETAIL

TELECOM

RESTAURANT

TRAVEL

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NIELSEN AUDIO LISTENERSHIP DATA

COMMERCIAL OCCURRENCE DATA

NIELSEN PARTNER CONSUMER DATA

HOW DO WE DO THIS?

ONE TO ONE DATA MATCHING ON KEY DEMOS to establish an expected (control) sample and exposed sample

ANALYSIS ON ROI

3RD PARTY

DOUBLE BLIND

MATCH

WHAT DID WE LEARN?

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CPG

Advertisers achieved over $6 of incremental sales for every $1 spend on radio

$6:$1

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MEDIA

Radio worked well as a reminder medium by increasing frequency

Radio demonstrated

conversion rate for promos

16%

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Radio increased retention by as much as for a big box retailer

Radio works well for driving

loyalty

RETAIL

11%

WHERE DO WE GO FROM HERE?

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STARTING TODAY, NIELSEN WILL MAKE RADIO ROI ANALYTICS AVAILABLE TO ALL MARKETERS