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A newly released report, the 2009 Foundation Research study, shows that 83% of adult respondents say their time with either radio or the ‘Net increased or remained the same in 2008; compared to TV at 76% and print at 79%.

Radio continues to perform well because it adapts to a listener’s lifestyle, accompanies them throughout their busy day and isn’t demanding of their time, radio marketers opine.

And, listinening to the radio does not limit media consumption.

Of the adults surveyed, 36% listened to radio while surfing the Internet. Radio/internet multitasking is above average for adults 18-34 (39%), working adults (39%), women with children (43%), working women (44%) and business executives (41%).

More facts about radio’s compatibility with the Internet:

Usage patterns for radio and the internet indicate that there is a lot of opportunity for simultaneous exposure throughout the day.

·    Web surfing occasions occur throughout the day with 31% of adults on-line between 6-10am, 43% between 10am-3pm and 39% from 3-7pm.

·    Radio’s tuning patterns were similar with 56% of adults listening between 6-10am, 43% from 10am-3pm and 39% from 3-7pm.

Radio can enhance brand awareness while promoting an advertisers website.

·    45% of adults surveyed reported that a radio ad prompted them to search the internet for more information, while 35% typed a website address in their browser after hearing it on the radio.

·    Of the 45% indicating radio had influenced web surfing habits, 62% were prompted to visit a company’s website in the past 6 months to learn more about a product or service.

“Clearly radio will increase an advertiser’s return on investment by increasing brand awareness and will drive motivated consumers to their website,” Gary Belgrave, President of the Radio Marketing Board, said of the report’s findings.

For more information about the Foundation Research study visitwww.rmb.ca.

Released at the Radio Advertising Bureau’s (RAB) Management & Leadership Conference, this report shows that unaided recall was 4.5 times higher, and aided recall was more than 2 times as high, when consumers were exposed to 1 radio and 1 Internet ad versus 2 Internet ads alone.

It appears that combining visual with audio cues enhances memory. The report also indicates that a mix of radio and Internet exposure has the potential to encourage more interaction with the brand (web site visits and emotional bonding).

The study reviewed existing data on radio and Internet advertising to determine how the two media interact. Quoted from the study, below are some findings on the way Radio and the Internet may work together in a media mix:

* Both radio and the Internet reach light users of other media
* Radio and the Internet connect with consumers differently and in potentially complementary ways
* Radio can drive traffic to websites
* Radio and the Internet have unique reach patterns, and that can make them work powerfully in combination. On a daily basis, Radio and the Internet together reach 83 percent of the 18-54-year-old population
* Consumers often use Radio and the Internet simultaneously, with up to a third of Internet usage being accompanied by Radio listening during some times of the day

Michael Orgera, Vice President, Director of Research, Universal McCann, said “… With so many media choices and so many ad messages… understanding how radio and the Internet together can significantly boost advertising attention levels is a tremendous advantage when creating a multi-platform campaign.”

Source: http://www.radioadlab.org/

The campaign uses mobile, online, television and radio to engage guests and encourage them to try one of Red Robin’s value-priced limited-time offers this spring. Red Robin’s latest limited-time offer menu items being promoted are the Prime Chophouse Burger and Southwest Grilled Chicken Salad, each available for $5.99.

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