When clients cut or cancel spending, what explanation do radio sellers hear most often? In a NuVoodoo survey, 46% of respondents identified a lack of clear evidence about attribution or return on investment as the most common reason.
Radio Ink reported November 6 that 250 audio sales professionals participated from mid-August through the end of September, with the Radio Advertising Bureau helping recruit respondents. Account executives made up 55% of the sample.
In a public summary, RAB highlighted sellers’ confidence in their product: Radio Ink reports that 80% rated radio “very effective” for a typical client today, compared with 57% for digital. Those figures describe sellers’ assessments. The study did not measure sales at advertisers’ stores, and the 46% figure is a share of respondents, not a share of lost accounts.
For a station preparing a renewal, the useful question comes before the spots air: what evidence will the buyer accept? A broadcast log can document delivery. Showing whether a campaign brought in customers takes a separate measure agreed with the advertiser. That distinction also surfaced in a recent survey of podcast buyers.