Radio Effectiveness

Using radio as a marketing channel

Radio Effectiveness

Juan Chasan, Orlando Riebman and Pablo Cibella, ESOMAR, Latin America, April 2015

This paper assesses radio audiences in Venezuela, and argues that this often under-valued channel deserves more attention.


NSPCC: Pants
Case Studies on Warc, 2015

This campaign aimed to many children safe from a threat that often goes unspoken by introducing and promoting the ‘Underwear Rule’.

Jon Miller, Nielsen, March 2015

This report provides evidence on why the power of radio is still strong and demonstrates how radio can provide advertisers with qualified consumers close to the point of purchase.

Joseph Clift, Event Reports, Advertising Week Europe, March 2015

This event report looks at the marketing opportunities being thrown up by the growth of digital audio services, whether streaming or podcasting.

Thom Noble, Admap, April 2015

This article outlines research into radio and multisensory responses, which found that audio can trigger imagination and rich multisensory experiences.

Tony Regan, Warc Best Practice, March 2015

This article sets out some tips and guidelines for using radio as part of the media mix, a resilient media with distinct benefits.

Warc Exclusive, February 2015

This article provides marketers with information and guidance on several major media channels.

Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study shows how a new campaign helped Alberta Health Services (AHS) target 25 to 40-year-old women by encouraging current smokers in this demographic to make a new attempt at quitting, this time with the support of AlbertaQuits.

Aarti S. Ivanic, Kenneth Bates and T. Somasundaram, Journal of Advertising Research, Vol. 54, No. 4, 2014
Advertisers often employ spokespeople who speak with an accent ("accented spokespeople") to promote products and services that are stereotypical of (or related to) a speaker's background. This practice particularly is evident in radio advertisements, which offer no visual cues to aid in consumers' information processing.



Radio Ad Effectiveness

An overview from the Advertising Research Foundation



Warc's pick of the most effective case studies


How to understand radio audiences

An overview of key trends in audience methods and metrics


Alfa: The Hijack

Getting a top radio station to deliver a brand message