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.

  1. Brainsights 2018

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Survey Releases

NUMERIS PPM
NUMERIS DIARY
RADIOCOUNT
RTS

COMPETITIVE
LANDSCAPES

Market
Populations

1

Toronto 6,202,225

2

Montreal 4,291,732

3

Vancouver 2,642,825

4

Ottawa-Gat... 1,488,307

5

Calgary 1,481,806
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