Analysis of effective recall in radio adverting
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Publication date
2022
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Emerald Publishing Limited
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Pedreño-Santos, A. & García-Madariaga, J. (2022). Analysis of effective recall in radio adverting. Journal of Communication Management, Vol. 26 No.1, pp.18-38
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 (Δ 4.4%), good creativity (Δ 2.8%), endorsement format (Δ 2%), sponsorship format (Δ 1.8%), increase the length of the spot (Δ 1.5%),
place the ad in first (Δ 0.8%) or last (Δ 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.