Radio and Internet play well together. In Malcolm Gladwell's
Tipping Point terms Radio acts as the Connector while the
Internet behaves as the Maven and together they make a
fabulous Salesman!
83% of the population (ages 18-54) are reached, on a
daily basis, by using Radio and the Internet. A statistic
that rivals television. 67% say, "Hearing things on the
Radio will remind me to look up something when I'm
using the Internet.
57% of those who listen to the Radio while online
say they "check out things on the Internet just after
hearing about them on the Radio." 41% of light or
non-users of television are super heavy users of
Radio or the Internet.
When Radio ads and Internet ads are used
in tandem, compared to a singular web ad,
unaided brand recall dramatically enhances
four and a half times.
Aided recall of one Radio and one
Internet was more than twice the
aided recall of two Internet ads.
Harris Interactive and Radio Ad
Effectiveness Lab, February 2007
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Executive Summaries.