Radio ads heard in the car on the way to the supermarket have a significant effect on purchasing intentions, according to new research on FMCG advertising.
Data from IPA Touchpoints indicates that live radio reaches 38% of people travelling by car to buy groceries and a study by Shoppercentric for industry body Radiocentre set out to explore the effects this can have on shoppers’ purchasing decisions once they are in store.
Building Shelf Awareness used a range of research techniques, such as eye-tracking and emotional response recognition, combined with a questionnaire to capture both subconscious and conscious response to radio advertising heard passively by 300 listeners on the journey to the supermarket.
The research reveals that FMCG radio ads heard in this way – at a highly relevant time that also happens to be ‘last-minute’ – increase brand visibility on shelf by 11%.
The advertising also has a significant impact on buying behaviour, the study found:
- it reinforces brand loyalty, evidenced by a 30% increase in purchase among buyers who usually buy the brand, and
- it encourages brand switching, with purchase intent among people who don’t usually buy the brand increasing by 39%.
The report further explores how marketers can optimise these effects. Ad creativity was found to be an important factor in driving results, with the best performers stimulating a stronger emotional response. Creative consistency such as construct, voices, and music over time and across media also benefitted the results.
“The results of this study are evident,” said Mark Barber, Radiocentre Planning Director. “Beyond delivering broader effects for FMCG brands in terms of awareness, salience, and ROI, radio offers advertisers a chance to exert last-minute influence over shoppers to increase visibility on shelf and drive purchase consideration.”
Sourced from Radiocentre