Local TV Plus Radio Equals Advertising Reach

A new analysis done by Nielsen with CBS found that advertising campaigns combining local television and local radio doubled the campaign’s reach in certain markets.

In five markets, Nielsen found that advertisers could reach 84% to 93% of all adults by putting TV and radio together. One effective tactic involved mixing dayparts. For example buying primetime on TV and morning drive on radio reached 75% of adults 18 to 49 in Boston within four weeks.

“Industry-standard measurement is a first step toward showing large advertisers what local advertisers already know -- there is a lot of value to combining local television and radio in a media buy,” said David Poltrack, chief research officer, CBS Corporation, which owns TV and radio stations in a number of major markets. “We will continue working with Nielsen to bring to the industry the rich analytics, reporting tools and planning software needed to prove these benefits to advertisers. The long-term plan is to include online as well. This proof of concept demonstrates the power of broadcasting to quickly and frequently reach mass audiences.”