TV commercials vs radio

TV is more effective than radio

TV vs Radio

Increasingly, statements are made with regards to the impact of offline media channels on the online response of consumers. In particular, comparisons are made between TV vs radio. Is this possible? And are the correct conclusions drawn?

At  Mediasynced we believe that a fair comparison is (practically) impossible. After all, the viewing behavior of TV differs significantly from the listening behavior on the radio. The moment in which action is taken in response to the spot also differs.

Nevertheless, advertisers have a desire to compare the effects of TV and radio. As a result, Mediasynced made a Spotalytics deep-dive analysis of its 2019 TV and radio data.

Data set-up analysis

  • Only data accumulated for the Netherlands
  • Data from advertisers from 6 branches is included
  • Uplift: direct website traffic up to 10 minutes after spot broadcast
    • A period longer than 10 minutes leads to unreliable results (noise or overlapping spots, for example)

Conclusion

The effect for TV is 9x more effective per GRP compared to a GRP for radio. It concerns the direct website traffic following the spot broadcasts (max 10 minutes after the spot broadcast). The table below provides a number of clear differences between branches.

TV vs Radio effectivity

*Additional remark analysis:

  • Only spot airings from 0.2 grp were included in the study. For both radio and TV to measure a clean uplift.
  • Using our advanced detection infrastructure, the broadcasting times in schedules are refined to the second (For radio, this often deviates greatly from reality)
  • Analyzed amount of GRPs (TV and radio together)
    • GRP = 13,498

 

Read the complete Article of Screenforce

 

Share this article: