Video may have killed the radio star, but the latter's ability to drive retail traffic is still going strong.
A recent study, conducted by the Dial Report radio measurement platform, in conjunction with the Radio Advertising Bureau, found that radio ads, on average, drive 22% traffic lift for retailers. That percentage climbs to 38% when dealing with beauty retail.
According to the Study:
- Retailers saw higher average store visits from listeners exposed to radio ads on Saturdays, Wednesdays and Mondays; and
- Retailers saw higher average store visits from listeners exposed to radio ads on Top 40 and Adult Hits radio formats.
The study reportedly analyzed 1.5 million radio spot plays for 10 brands in the top 100 U.S. markets, collecting listener data from April through June 2018.