A lifestyle survey just released from Nielsen indicates 53% of Americans believe that despite the continuing pandemic, life is beginning to normalize, and they are likely to resume typical activities. Nielsen refers to this majority as "Ready-To-Go".
According to the survey, Ready-To-Go consumers now perceive less risk, feel safer, and believe their cities are emerging from crisis.
To capture a meaningful share of the money Ready-To-Go consumers will be spending requires local small business owners to advertise. By almost every metric, advertising on Philadelphia radio is the best advertising option.
In a study of advertising effectiveness, Nielsen discovered the elements of a campaign that had the most potent effect on purchase behavior. The results indicate that reach (the number of different consumers exposed to a campaign) was responsible for driving more sales for the advertiser than branding, recency, context, or targeting.
Furthermore, Nielsen research indicates that radio's most loyal listeners are far more likely to participate in the following activities than the general population.
Finally, of all media available to local business owners, radio has proven to deliver the strongest return-on-investment.
A study released last week conducted by Nielsen for CUMULUS | Westwood One indicated that a radio advertising investment between April 30 and May 27 this year delivered a 28-time ROI for a major retailer. In other words, the advertiser earned a $28,000 increase in sales for every $1000 spent.
These findings confirm 21 previous studies by Nielsen, which demonstrate that, on average, radio advertising returns $10,000 in advertising for every $1000 invested. The chart below shows the range of returns from each study.
AdAge, a trade magazine for advertising professionals, calls these types of return "eye-popping". The magazine goes on to say radio's ROI is superior to commercials on TV, online, and social media.