RAB Study Shows Effectiveness of Radio Advertising

The study focused on the ads that ran during the Super Bowl; the RAB says, “Despite unprecedented hype around television ads that ran during this year’s Big Game, many viewers said they didn’t watch them—and even when they did, consumer recall of brands advertised during the game was uniformly low.”

The study indicates that of half of the ads tested, recall of the types of products being advertised was below 10% among viewers of the game. More importantly, when asked to name the brand of the product being advertised on an unaided basis, most viewers could not link the brand to the ad, even for the ads that had higher recall themselves.