Katz Radio Group Study: Radio Offers Double ROI

A recent article in Radio Ink reported on an important analysis published by the Katz Radio Group.  While radio is perceived to be low value compared to digital, the data says otherwise.  The article stated:

“Marketers may be bullish on digital, but data again shows they are overlooking one of the strongest assets around. Despite ranking low in perceived effectiveness, radio delivers double the returns on investment, outperforming all other platforms but one.

As reported by Katz Radio Group, radio ranks at the bottom in perceived effectiveness among all media categories surveyed by Nielsen, with just 46% of marketers believing it’s a strong performer. However, when measured by actual average ROI, radio ranks second overall, delivering $2.00 for every advertising dollar spent.”

The Katz Radio Group Report is worth reading.  You can see the report as reported in Radio Ink here.