Busting 5 common myths about measuring the effect of TV and radio advertising

The effect of TV and radio advertising is more difficult to measure than online ads, which results in several questions. Many advertisers struggle to gain valuable insights into the effectiveness of their TV and radio commercials. Can I measure the effect of my offline commercials? Does TV or radio work better for boosting site traffic? Can I measure the effect of branding? Are advertisements during primetime most effective? Should I go for maximum reach or target specifically?

Objective Partners collaborated with Screenforce and RAB, two Dutch TV and radio marketing organizations, to help answer some of these questions. We investigated the effect of TV and radio advertising carried out by 13 large advertisers and tested five common myths regarding offline marketing. After testing these myths, we provide several insights into the most effective ways to optimize your media spend for TV and radio campaigns.

participants - effect of TV and radio advertising

After investigating and busting five common myths, we conclude:

  1. You can measure the effect of TV and radio commercials on your site visits
  2. Combine TV and radio commercials to achieve the lowest cost per visitor (CPV)
  3. You can measure the effect of branding commercials by using site visits as an indicator
  4. Investigate the opportunity to broadcast your commercial during non-prime time to be cost-effective
  5. Effectively save on your media budget by targeting your commercials

Read the white paper here: