and the Internet. The previous chart gives you a look athow much Internet usage involves simultaneous usage o Radio and TV, by daypart. Up to a third o Internet usagetime includes simultaneous Radio listening in some day-parts (especially during the day), and that’s true even orteens and young adults.
The New Study
With that background, the Radio Ad Lab’s Research Com-mittee designed a new online test o how well a mixtureo Radio and Internet ad exposures actually can work. Wesuspected that a mix o Radio and Internet ads might bemore impactul than website ads alone, but we ound nopublished research that actually assessed that possibility.Using multiple media has become common advertisingpractice, but we thought research was needed on this par-ticular combination’s actual eectiveness.Using Harris Interactive’s research panel o Internet users,we ran a test in late 2006 that compared the eects o two exposures to website ads to a mixed exposure o onewebsite ad and one Radio ad. The ull paper is availableat www.RadioAdLab.org. But briefy:We used a misdirection method in which respondents wereasked to evaluate content rather than advertising. Advertis-ing was embedded in the content, and the ad eects weremeasured ater exposure to the content. Respondents hada choice o six dierent types o Radio programs and six di-erent website types or their “evaluation.”The ull paper ocuses on the results o two test cells -two matching groups o participants who were exposedto one or the other o the ollowing conditions:Two Internet: Two exposures to an Internet ad.One Internet, One Radio: One exposure to anInternet ad, and one exposure to the correspondingRadio ad.
We achieved about 800 completed interviews in each o those test groups. The ads used in the test came rom eightactual ad campaigns in a wide variety o product categories.Each o those campaigns actually had used both Radio andwebsite advertising. The Radio ads were all 30s; the relatedwebsite ads were a mixture o static images, animatedimages, and Flash animation o varying sizes.
The Key Results
We used a variety o eectiveness measures in this study.The ones which we think best refect the media eects aresimple measures o brand recall. Recall o an ad’s brandcontent is the rst step in advertising success, and it’s lessdependent on the specic quality or targeting o an ad.
As explained in detail in the ull paper, the Radio Ad Lab also attemptedto include a third test cell that eatured one website ad and two Radioads. But Harris Interactive believes that cell was over-burdened, and theresults were conounded by “research eects” that kept it rom beinguseul or analyzing ad eectiveness.
••say they’ve “checked out things on the Internet ater justhearing about them on the Radio.” And 67 percent saidthat “hearing things on the Radio will remind me to lookup something when I’m using the Internet.” We explorethis idea urther in the new Radio Ad Lab study describedbelow.
Radio and the Internet Have Unique Reach Patterns ...
And that can make them work powerully in combination.When you put those two media together, we ound thatthe daily reach o Radio and the Internet is similar to thato television. This next chart uses Knowledge Networksdata to provide estimates o combined-media total reach,controlling or duplication, and it shows that on a dailybasis, Radio and the Internet together reach about 83percent o the 18-54 population.
Radio Is Oten Used Simultaneously with the Internet
Our background research also conrmed that “simultane-ous usage” is another important way to think about Radio
Radio and the Internet: Powerful Complements for Advertisers Page Two