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April 28, 2014
NIELSEN CRACKS THE CODE ON RADIO ROI
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©20
14 T
he N
ielse
n Co
mpa
ny.
2
Economy is driving increased need for marketing efficiency
Advertisers demand it
Purchasers need it
Marketers need a
more precise media mix
Marketers need to evaluate traditional media
vs. emerging choices
HIGH DEMAND FOR ROI
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©20
14 T
he N
ielse
n Co
mpa
ny.
3
PROVIDED THE FINAL PIECE TO DEVELOP THE “HOLY GRAIL”
THE NIELSEN ACQUISITION OF
ARBITRON
RADIO ROI
WHAT IS RADIO ROI?
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14 T
he N
ielse
n Co
mpa
ny.
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WHAT IS RADIO ROI? A breakthrough collaboration between Nielsen and various partners creating the first single-source ROI tool for radio.
NIELSEN AUDIO DATA
CONSUMER DATA
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©20
14 T
he N
ielse
n Co
mpa
ny.
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WHICH CATEGORIES ARE COVERED?
CPG
MEDIA
ENTERTAINMENT
RETAIL
TELECOM
RESTAURANT
TRAVEL
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14 T
he N
ielse
n Co
mpa
ny.
7
NIELSEN AUDIO LISTENERSHIP DATA
COMMERCIAL OCCURRENCE DATA
NIELSEN PARTNER CONSUMER DATA
HOW DO WE DO THIS?
ONE TO ONE DATA MATCHING ON KEY DEMOS to establish an expected (control) sample and exposed sample
ANALYSIS ON ROI
3RD PARTY
DOUBLE BLIND
MATCH
WHAT DID WE LEARN?
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©20
14 T
he N
ielse
n Co
mpa
ny.
9
CPG
Advertisers achieved over $6 of incremental sales for every $1 spend on radio
$6:$1
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©20
14 T
he N
ielse
n Co
mpa
ny.
10
MEDIA
Radio worked well as a reminder medium by increasing frequency
Radio demonstrated
conversion rate for promos
16%
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©20
14 T
he N
ielse
n Co
mpa
ny.
11
Radio increased retention by as much as for a big box retailer
Radio works well for driving
loyalty
RETAIL
11%
WHERE DO WE GO FROM HERE?
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©20
14 T
he N
ielse
n Co
mpa
ny.
13
STARTING TODAY, NIELSEN WILL MAKE RADIO ROI ANALYTICS AVAILABLE TO ALL MARKETERS
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