Analysis of effective recall in radio advertising
Journal of Communication Management
ISSN: 1363-254X
Article publication date: 1 February 2022
Issue publication date: 23 February 2022
Abstract
Purpose
The purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.
Design/methodology/approach
The authors consider the outcome of a frequency model specifically designed for radio campaigns that gives the probability distribution of recall as a function of weekly exposures and GRPs over a dataset of 1,117 radio campaigns broadcast in Spain.
Findings
An increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures.
Practical implications
This study has important managerial implications regarding radio campaigns' planning: (1) Effective frequency is a range between 4 and 17 impressions (being 7 the optimal average). (2) The way to optimize the campaign is by using the following factors: live read format (∆ 4.4%), good creativity (∆ 2.8%), endorsement format (∆ 2%), sponsorship format (∆ 1.8%), increase the length of the spot (∆ 1.5%), place the ad in first (∆ 0.8%) or last (∆ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself.
Originality/value
This study contributes to the effective repetition literature in two ways: giving specific clues to the effective frequency in the radio medium and setting advertising factors that predict the effective frequency in radio.
Keywords
Acknowledgements
This study would not have been possible without data provision and analysis collaboration of the media agency IKI Media and Javier Herreros. The content of the research is the sole responsibility of the author and does not represent an official view of IKI Media. Special thanks to Dr. Jorge Gaspar for his constructive comments on the paper.
Funding: This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.
Citation
Pedreño-Santos, A. and Garcia-Madariaga, J. (2022), "Analysis of effective recall in radio advertising", Journal of Communication Management, Vol. 26 No. 1, pp. 18-38. https://doi.org/10.1108/JCOM-09-2021-0104
Publisher
:Emerald Publishing Limited
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