Many business owners and marketers underestimate the impact of traditional media channels such as newspapers, radio and TV. These channels are of greater value in brand building than online media. With the large shifts in total sales from offline to online stores, it is automatically assumed that online marketing has also become more important than offline marketing methods.

Research by Radiocentre and Ebiquity would show that radio and print score significantly higher than advertisers and media agencies expect. When it comes to brand-building advertising campaigns in traditional media, the impact is many times higher while digital media such as video and social media are overestimated. With this, the study points out that there is a big gap between the size of the investment put into online media and the value it actually delivers. This shows that the impact of traditional media is significantly underestimated.

Research findings traditional media

Television is the only traditional medium where professionals' perceptions match research findings. For all other media, perception and truth do not match. Newspapers, magazines and radio work many times better at long-term brand building than is thought. Online video and social media are of much lesser value.

Radio in particular seems to be undervalued: it is rated with the same place in advertisers' and agencies' scores as the larger online results while it is second in terms of actual results. Similarly, print media: newspapers and magazines come right after TV and radio, making them still better at brand building than online media (contrary to what advertisers and agencies think).

In terms of the ability to measure response, online video and display are rated highest by marketers. But in reality, print, TV and radio outperform online media here as well.

Conclusion: there is a big difference between perception and reality regarding the influence of campaigns and brand building. Want to know more about advertising in traditional media such as newspapers, radio and TV? Then get in touch with us!