Audibility thresholds for Italian radio

Roberto Roseano maintains that one of the keys to successful advertising in a cluttered communications environment (like radio in Italy) is to calibrate its media pressure according to the campaign objectives.

audibility thresholds for italian radio

How 'loud' does your message need to be?

Roberto RoseanoMedia Italia

'What is the minimum I can spend for my campaign to be visible in a medium?' This is one of the most common questions clients ask their agencies.

As spending is a variable that depends on the pressure (continuity/frequency) delivered, the translation of that question in media terms is, 'What is the pressure (continuity/frequency) threshold that guarantees visibility to a campaign?'

The advertising clutter on many media reduces the effectiveness of messages in terms of the attention they get and therefore the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands