Brainsights: Cateogry Performance


HOW DOES RADIO PERFORM BY CATEGORY?

  • Finance focused on informative and highly premise-driven ad content
  • Automotive delivered detailed product features and financing elements
  • E-Commerce provided rich content about the product/service offered
  • CPG brands focused on a strong premise delivered memorabilty

Finance, Automotive, E-Commerce and CPG brands that utilized radio well had outstanding results. Advertisers that played to the strength of radio using informative and highly premise-driven ad content excelled and key measures for their categories were substantially higher as a result.

WHAT DID THESE CATEGORIES DO WELL?

  • Established the premise and identified the brand/product early on - this is critical to driving momentum and engagement
  • Focused on information-rich and detailed messaging describing products or offers/pricing - this keeps the brain active and drives memorability
  • Emphasized brand value - consumers are highly engaged when the brand features and benefits are clearly communicated
  • Told a great story that was highly informative
  • Incorporated a strong call-to-action asking the consumer to follow through on the offer

PREMISE: The core idea; the concept that drives the story. A strong hook introduces the premise, brand and/or product up front.

OFFER-BASED MESSAGING: Information-dense, premise-rich and behavioural. Offer-based messaging works very well on radio.

BRAND-ORIENTED MESSAGING: Brand-oriented messaging also works very well on radio if there is a strong premise and the ads clearly show how the brand or product will impact the consumer.

Numeris Releases

PPM 13-WEEK
PPM MONTHLY
  • 05/04/2012
  • 03/05/2012
  • 07/06/2012
  • 05/07/2012
  • 02/08/2012
  • 06/09/2012
  • 04/10/2012
  • 01/11/2012
  • 06/12/2012
  • 06/12/2012
  • 03/01/2013
  • 31/01/2013
  • 07/03/2013
  • 04/04/2013
  • 02/05/2013
  • 06/06/2013
  • 04/07/2013
  • 01/08/2013
  • 05/09/2013
  • 03/10/2013
  • 31/10/2013
  • 05/12/2013
  • 02/01/2014
  • 30/01/2014
  • 06/03/2014
  • 03/04/2014
  • 01/05/2014
  • 05/06/2014
  • 03/07/2014
  • 31/07/2014
  • 11/09/2014
  • 09/10/2014
  • 06/11/2014
  • 11/12/2014
  • 08/01/2015
  • 05/02/2015
  • 12/03/2015
  • 09/04/2015
  • 07/05/2015
  • 11/06/2015
  • 09/07/2015
  • 06/08/2015
  • 10/09/2015
  • 08/10/2015
  • 05/11/2015
  • 10/12/2015
  • 07/01/2016
  • 04/02/2016
  • 10/03/2016
  • 07/04/2016
  • 05/05/2016
  • 09/06/2016
  • 07/07/2016
  • 04/08/2016
  • 08/09/2016
  • 05/10/2016
  • 02/11/2016
  • 07/12/2016
  • 05/01/2017
  • 01/02/2017
  • 08/03/2017
  • 05/04/2017
  • 03/05/2017
  • 07/06/2017
  • 06/07/2017
  • 02/08/2017
  • 06/09/2017
  • 04/10/2017
  • 01/11/2017
  • 06/12/2017
  • 03/01/2018
  • 31/01/2018
  • 07/03/2018
  • 04/04/2018
  • 02/05/2018
  • 06/06/2018
  • 05/07/2018
  • 01/08/2018
  • 06/09/2018
  • 03/10/2018
  • 31/10/2018
  • 05/12/2018
  • 04/01/2019
  • 30/01/2019
  • 06/03/2019
  • 03/04/2019
  • 01/05/2019
  • 05/06/2019
  • 04/07/2019
  • 31/07/2019
  • 05/09/2019
  • 05/09/2019
  • 02/10/2019
  • 30/10/2019
  • 04/12/2019
  • 02/01/2020
  • 29/01/2020
  • 04/03/2020
  • 01/04/2020
  • 29/04/2020
  • 03/06/2020
  • 02/07/2020
  • 06/08/2020
  • 10/09/2020
  • 07/10/2020
  • 04/11/2020
  • 09/12/2020
  • 06/01/2021
  • 03/02/2021
  • 10/03/2021
  • 07/04/2021
  • 05/05/2021
  • 09/06/2021
  • 07/07/2021
  • 05/08/2021
  • 09/09/2021
DIARY
RTS

COMPETITIVE
LANDSCAPES

Market
Populations

1

Toronto 5,928,040

2

Montreal 4,098,927

3

Vancouver 2,463,431

4

Calgary 1,392,609

5

Ottawa-Gat... 1,323,783
View Top 50

Broadcast
Calendar

Contact a CBS Account Manager


Canadian Broadcast Sales is
Canada's leading national radio sales company.
© 2012 Canadian Broadcast Sales