Report: Targeted radio advertising generates 30% increase in retail foot traffic

Former Assistant Editor

A US report into the reach and frequency of radio advertising found that retailers experience an average 30% increase in foot traffic among those who hear their ads.

The Dial Report found that radio is still a strong advertising format for those in retail, using the study of a radio ad campaign by a supermarket in California as an example.

The supermarket has 155 stores, and its radio advertising campaign reached 362,782 potential customers. Of those, 13.4% visited one of its stores.

Those who were exposed to the campaign averaged 3.14 visits to the supermarket in the two weeks after it ended, with shoppers who didn’t hear the ads averaging 2.44 visits.

“Radio still has the same advantage in reach and frequency,” President of Dial Report Paul Brenner told Retail TouchPoints.

“What we do with our data is help companies look at that audience a little more specifically and make targeted buys.”

The report also found that building a targeted campaign for specific demographics, on particular stations and at the right times of day was key in furthering reach.

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