Brand Attribution for Radio: Finding the Truth in the Static
Measuring the direct impact of ad campaigns on sales and brand lift has always been tricky – not just for radio but for every medium. When we look at radio’s unique strength, it’s clear that the emotional connection and trust listeners have with stations are a powerful advantage. Yet, measuring this kind of impact doesn’t follow a one-size-fits-all formula, and it’s time to question some of the “guaranteed” methods being touted today.
Right now, many vendors claim they can provide digital-like numbers for radio stations, supposedly tracking conversions, sales lifts, and CTAs with precision. But let’s not kid ourselves. These companies are stacking estimates on top of shaky premises, using two flawed methods to arrive at a figure that looks solid but might be far from the truth. Imagine this: it’s like taking two fuzzy photos, layering them, and expecting a crystal-clear image. Cookie tracking and small sample sizes may add up to something, but it’s not the whole picture, nor is it the truth radio stations deserve.
Instead of promising exact numbers, the real power in radio research lies in understanding how listeners feel about an ad. Is it impactful? Memorable? Does it resonate in a way that makes them think twice about a brand? Did it turn them off or change their opinion entirely? These emotional insights go far deeper than a click or a purchase.
Radio’s strength has always been its unique ability to foster trust and connection. Sales and ads on radio should reflect this strength, and so should the research we provide to stations. When a station is promised “hard science” numbers that rival digital metrics, it’s a promise as elusive as the moon – shining brightly but impossible to touch.
In reality, the answers we provide might not be in clicks or sales conversions, but they are crucial. Understanding a listener’s emotional journey with a brand has the power to shape campaigns that truly resonate. Radio stations deserve research that matches the medium’s authenticity, not science fiction. Let’s keep it real and lean into what makes radio powerful: the bonds, the memories, and the emotional connections that only radio can create.
