A study released April 14 by Advertiser Perceptions and Westwood One’s Audio Active Group reveals that media buyers and marketers significantly underestimate the power of creative content in driving sales. The research indicates that while marketers believe creative execution accounts for only 23% of a campaign’s sales lift, actual data from Circana shows it is responsible for 49%. This nearly two-to-one disconnect suggests that many advertisers are over-allocating budgets toward digital targeting while neglecting the creative quality that broadcast radio provides.
The findings provide small-market sales teams with a potent tool for local client meetings. While local businesses are often lured by the precise targeting of social media, this data supports the argument that radio’s ability to tell a local story and build a brand is twice as valuable for moving product. The study also found that targeting is overvalued by a factor of two, accounting for only 11% of sales lift despite being perceived as a top priority by agencies. This shift in perspective allows local broadcasters to refocus conversations on their unique creative strengths rather than competing solely on digital metrics.