Radio Advertising Is Good

AND NOW A WORD FROM YOUR SPONSORS: A new survey conducted by Clear Channel Media and Entertainment shows that advertisers who move a small piece of their ad budgets from TV to radio get a nice boost in reach and receptivity. EVP Insights, Research and Analytics Radha Subramanyam spearheaded the study, which looked at advertisers in the automotive, food, home improvement and financial-services sectors. In the case of one restaurant, shifting 15% of its TV spend to radio boosted its audience reach by 12% and receptivity to its ad messages by a whopping 84%, with only a negligible reduction in overall TV reach. "With lingering economic uncertainty," Subramanyam commented, "this research clearly demonstrates a simple and effective way for advertisers to stretch their budgets further with no negative impact on existing efforts. Also, In-N-Out is what a hamburger's all about! Wait, did I just say that?" (2/12a)