The ‘How Advertising Works Today’ study, hailed as “the most extensive industry study in more than a quarter century”, spanned 5000 campaigns for 1,000 advertisers in 41 countries.

     The study found, among other things, that advertisers can increase their ROI (Return on Investment) by not putting all of their eggs in the digital media basket.

     In fact, the study found that a budget with 78% placed on traditional media and 22% on digital worked best for audiences as a whole. For people aged 18-34, the most successful split was only slightly different, 71% to 29%.

     You know that the internet is replacing all things print, making this The Age of Electronic Media.  An electronic media mix of broadcast to inspire and internet to inform eliminates the need for advertisers to pay lumber jacks, pulp and paper mills, truck drivers, printing press operators and delivery people to produce and distribute their message.

     The bottom line? Broadcast (radio and TV) deserve the lion’s share of the recommended 78% traditional media spend.

     The How Advertising Works Today study also revealed that the cross platform message must have a common thread to be effective. In other words, their reactive digital campaign must deliver a message that is consistent with their proactive broadcast campaign.

     Our SoundADvice radio e-marketing system and our Radio Works advertiser seminars clearly position radio and TV as the strategically proactive media, creating a pre-need preference for an advertiser, and digital as the reactive media audiences turn to once they’ve discovered a need.

     The take away from this study, is we now can justify proactive broadcast media capturing 78% of the budget!

Research like this seldom convinces advertisers with stubborn opinions about the importance of print or digital to change their minds. But it can help over time.

     Where this research can really create a tipping point is with undecided advertisers… those advertisers confused and bewildered by all of the competing media claims. And that’s probably more than half of all local advertisers.