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Custometrics Study in Partnership with Bell Media Reveals Consistent Return on Investment in Radio Advertising – Bell Media

Custometrics Study in Partnership with Bell Media Reveals Consistent Return on Investment in Radio Advertising

— May 14, 2014

To tweet this release: http://bit.ly/RR22Tp

TORONTO (May 14, 2014) – Bell Media Radio announced today the findings of a recent study demonstrating that for every dollar invested in radio, advertisers saw an average return on investment (ROI) of $5.42.The study provides homegrown data that complementsinternational efforts supporting advertising agencies and media-buying clientsaround the world. The release coincides with the launch of Bell Media’s newindustry-wide awareness campaign RADIOROI DELIVERS, which offers quick-click access to advertisers looking formore detailed ROI information on their potential radio investments.

The findings of the study, which are based on a 10-year aggregate of marketing communications results, were produced in partnership with expert Canadian marketing firm, Custometrics. The results of the Custometrics research mirror additional industry findings, expressing a significant positive return on radio investments.

“We are excited to share radio’s ROI story with our clients,” said Dean Rutherford, Vice- President of National Radio Sales, Bell Media. “All mediums need to earn their place in an ever-evolving media landscape, and this study clearly showcases that radio advertising delivers profitable results for our advertisers and optimizes ROI when utilized in multimedia communication strategies.”


In addition to the Custometrics study, Bell Media’s leading research division has packaged a research compendium which will be shared with national and local clients across the country.



“We are looking categorically at radio’s ability to lift sales and to define strong media mix channels that move the needle in our clients’ marketing and communications plans,” said Dave Daigle, Vice-President, Local Radio and Television Sales, Bell Media. “Cross-platform opportunities increase immensely with the addition of radio communications to television and call-to-action digital components.”


Bell Media has also recently partnered with an additional advertising clientto dive deeper into the insights and synergies that deliver ROI, addressingspecific advertising categories. The Bell Media research team expects torelease further findings within the next several weeks.

“This is an exciting time in media as we are able to use predictive and regression modelling to determine sales impact by media channel,” said Alicia Olson-Keating, Senior Director of Research, Bell Media. “If we can use detailed information and insights to help clients maximize their advertising budgets, we are doing our due diligence and giving advertisers the confidence they need.”

About Bell Media Radio

Bell Media Radio is Canada’s top ranked radio broadcaster, with 106 licensed radio stations in 54 markets across Canada, including Virgin Radio, Canada’s #1 ranked contemporary hit radio network, along with top brands TSN, CHUM FM, and EZ Rock. Recognizing the diversity of each market it serves, Bell Media Radio has a strong reputation for providing exemplary service to these communities and is a leader in innovative programming. In addition to music, news, weather, and sports, listeners also tune-in for information on local politics, events, entertainment, and other community issues. Across Canada, Bell Media Radio is the largest radio provider and is ranked first in people reached and hours tuned.


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For more information please contact:

Jon-Ross Gabriel, Bell Media, 416.384.6836 or jon-ross.gabriel@bellmedia.ca

Patricia Garcia, Bell Media, 416.384.2645 or patricia.garcia@bellmedia.ca

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