If I move some of my television budget to radio, will I get a better return?

Radio often suffers from a lack of awareness as far as marketers are concerned, both because of the lack of 'buzz' surrounding the medium, and as it is often perceived to be difficult to measure the results of radio ads.

If I move some of my television budget to radio, will I get a better return?

Andrew GreenZenithOptimedia

BACKGROUND

$35.4 billion was spent on radio advertising across the 63 countries monitored in ZenithOptimedia's latest Advertising Expenditure Forecast...