Ipsos OTX MediaCT, in partnership with Katz Marketing Solutions, has begun an ongoing evaluation of radio campaigns. The first release of the study's results find that exposure to radio campaigns had a positive impact on consumers, at all stages of the "purchase funnel." Bruce Friend, President of Ipsos OTX MediaCT says, "These results have demonstrated to us the power of radio."
The study compared results from people who had listened to at least one of the stations included in the campaign with a control group of people in the same markets who had not listened to those stations. Numerous brand metrics were included as well as questions that focused on the ads themselves. Read the rest of the study here.