AUCKLAND, Today: Industry expert Steven Tindall’s new study reveals the impressive reach of radio and outdoor advertising, especially when combined. With over 25 years in the media field, Tindall presented these findings at MediaWorks roadshows with their agency partners.
MediaWorks commissioned the study to address challenges marketers face, like shrinking TV audiences and rising costs to reach consumers.
Key Insights:
- Options for mass reach are shrinking for advertisers needing quick results
- Radio and outdoor ads have consistently delivered large-scale reach over the past decade
- When combined, radio and outdoor ads boost reach by 42% among 25-54-year-olds and 80% among 18-39-year-olds with 300 gross rating points (GRP)
- Audio ads are twice as cost-efficient as TV for the 25-54 demographic, with outdoor ads being four times more efficient
“This research highlights the changing media landscape. Marketers need to adapt their channel mix to achieve mass reach.”
The study shows radio keeps a strong audience all day, while large format outdoor ads quickly gain and maintain high visibility, enhanced by additional formats and programmatic buying.
MediaWorks, New Zealand’s largest radio and outdoor audience provider, is perfectly positioned to help marketers use these platforms for broad and effective brand exposure through a mix of audio and visual messages.
Steve Tindall stated, “This research highlights the changing media landscape. Marketers need to adapt their channel mix to achieve mass reach. Combining radio with outdoor advertising is a powerful strategy that extends reach and engages audiences more effectively and efficiently.”
MediaWorks Head of Agency Paul Hancox added, “Steve’s analysis underscores the need for evolving channel planning in a fragmented media world. Maximising budgets is crucial for marketers, and this research makes a strong case for including radio and outdoor in their strategies.”
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