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 summary.1 This was a little over 50% higher than the amount spent ten years previously, although radio's share was static at 8.3%.

The medium has performed relatively well in countries like the US, Canada and South Africa (double-digit shares); but has a lower share in most European and Asian markets.

Like other mass media, radio is facing its...

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