Radio drives search.

According to new research from the RAB, based on an analysis of over 2000 local radio ads, radio advertising definitively drives search results. In fact, there was a 29% incremental lift in search results that can be attributed directly to radio advertising. The peak effective times are weekdays and daytimes. According to RAB President/CEO Erica Farber, “We already know that radio delivers a strong return on advertisers’ investment. Now we know it drives search results across a number of advertising categories in addition to other metrics.” The study was conducted by Media Monitors, whose president/CEO, Philippe Generali, noted, “The study proves that radio significantly impacts digital behaviors and activities—and is even more relevant in a digital and e-commerce world.”