Research carried out by GWR Group, in association with BT and the Direct Marketing Association, has found that direct response advertising on radio has grown by 40% year-on-year.
The medium was also found to be more effective than TV, in terms of response rates. Direct response radio delivers an average response rate of 0.15% of the audience, with peak response up to 9.4% of the total audience. The most response efficient time of the day was found to be early evening. Ten second commercials achieve the highest response rates. Response increases when the call is free, and when the direct response radio advert is run in conjunction with a TV branding campaign.
The research was conducted over a three week period from 6am to midnight. The stations involved were Trent FM, Gem AM, Hereward FM, Classic Gold 1332, GWR FM, Brunel Classic Gold and Classic FM.
The research has shown that it is important to plan direct response radio with care, to maximise the potential of the medium.
GWR: 0171 344 2744
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