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Study shows radio ads increase market share.


From sellers on the street to agency-level buyers, it’s long been known that radio can move product for clients.  But proving it has been a higher hurdle for media researchers.   In a first look at a study done by Clear Channel and Nielsen Catalina Solutions, radio’s ability to push an item across a supermarket checkout scanner has been documented.

The companies worked with Dove, which wanted to grow market share for its men’s deodorant.   Clear Channel radio stations and Premiere Networks developed a high-frequency campaign using news-talk, sports and rock programs targeting men 25-54.  They then cross-referenced that with Catalina’s consumer panel data showing purchases in 6,083 households.  “Radio did phenomenally,” Catalina chief research officer Leslie Wood said yesterday at an Advertising Research Foundation conference in New York.

Among those who heard the radio spot, Dove’s market share rose from 2.9% to 4.3% — a 48% gain in just a few short weeks.   Dove’s household penetration rate went up too.  And those who heard the commercial spent an average of $0.12 more on the deodorant.  In research terms, Wood said that’s a “substantial increase” showing “real tangible results” for radio. “This is a very tiny brand but we were thrilled to see the advertising actually had a real effect on it,” Wood said.

Catalina and Clear Channel plan to do more research with larger brands to demonstrate radio’s ability to sell products.  “It’s a time of evolution — and different approaches to ROI,” Clear Channel EVP of insights, research and analytics Radha Subramanyam said.


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