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Radio Advertising increases sales results for the FMCG sector

New research shows that radio empowers consumer loyalty towards brands

Radio advertising has a significant impact over brand preferences and loyalty, which directly reflects on the sales across the FMCG sector. The results are in from a new research by Radiocentre*, which introduces us with the “Shelf Awareness” term in their latest report “Building shelf awareness.”**

The research is carried out on the basis of data from Shoppercentric – a consultancy company with over 20 years of experience in the measurement of consumer behavior. Their work with brands such as Unilever, Nestle, Muller, GSK, Danone, Reckitt Benckiser and other, shows that radio advertising on the journey to the supermarket has a significant impact over the final purchase intentions.

The research states that radio reaches 38% of the people who commute by car for their grocery shopping. This is 13% more than the reach of the other big media. The research confirms that radio ads have a notable influence over decision-making and choice upon what consumers select within stores.

On a global level over 60% of users are undecided on what brand to choose, and only do so once they are already in front of the shelves. The data shows that the radio ads that listeners hear in the last minute increase brand shelf visibility with 11%. Buyers usually do not notice almost 41% of the brands and their decision-making is done within 15 seconds, which is why attractive radio advertising stands among the top priorities for brands in the FMCG sector.

Shoppercentric uses a set of techniques, including webcam eye tracking, emotion recognition software, inquiries, and other.

The report marks an increase in buyer loyalty for brands. For the experiment the researchers create a video that presents the user’s driving experience in the presence of the most typical radio ads. The data shows 30% increase in brand sales for those companies that do not alter the range of products they advertise in their radio spots.

The analysts determine that the effect from ads can vary depending on the creative potential of the ad spot. It is noted that emotional campaigns lead to a significantly bigger and long-term effect over the business.

The full report shows in detail how radio ads influence purchase intention within stores and increases the overall positive association with the brand.

* Radiocentre is one of the most representative umbrella organisations, uniting over 300 radio stations in the UK and representing about 90% of the private radio station market in terms of radio consumption and income.

** Building Shelf Awareness report, Radiocentre, https://www.radiocentre.org/wp-content/uploads/2020/05/Building-Shelf-Awareness-report.pdf