Department store magnate John Wanamaker once famously said: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” In this breakthrough study, Edison Media and Arbitron have encoded the TV commercials run by radio stations and matched them against PPM listenership. Does a television commercial get non-users to try a radio station? Does it turn lighter listeners into heavier ones? They also looked at other marketing efforts in an attempt to finally crack the code of what “really works.” For the first time: real answers on how to best deploy your station’s resources.
18. What portion of Philadelphia saw at least one commercial in the campaign? Week January - March 2008 # of Respondents seeing B101 Spot at least once 62% of panelists saw at least one spot during the campaign 26% 53% 61%
19. Number of B101 spots seen Number of Spots Seen # of Respondents One respondent saw the ad thirty-six times in these 12 weeks!
20. Who saw the B101 spot? (Women 25-54) Base: Women 25-54
21. Number of B101 spots seen (Women 25-54) Number of Spots Seen # of Respondents Base: Women 25-54
22. Number of B101 spots seen over time Week January - March 2008 # of Respondents One Two Three Four Five +
23. People who saw the ad spent a little more time with B101 Average Quarter Hours (AQH) Didn’t see any spots Any Detections
24. People who saw the ad more spent more time with B101 Average Quarter Hours (AQH) Didn’t see any spots 5+ Detections
25. Three Classifications of B101 Listeners B101 Light/Non-Listeners B101 Moderate Listeners B101 Heavy Listeners 0-9 QHR in week one 10-19 QHR in week one 20+ QHR in week one
27. B101 Listening by classification during the campaign Week AQH Heavy Listeners Moderate Listeners Light/Non-Listeners 4.1 7.3
28. By the end of the campaign, previously ‘moderate’ listeners were contributing more Week 1 Week 12
29. B101’s first preference AQH showed moderate growth through first quarter P1 AQH to B101 Jan Feb Mar Did the TV spot help re-gather the core after Xmas music?