1) A study analyzed 7 actual brand media plans across different categories to see how reallocating 5%, 10%, and 15% of TV budgets to radio would impact reach, frequency, and receptivity. 2) The results showed that reallocating a portion of the TV budget to radio consistently increased campaign reach by up to 24% and frequency, without compromising TV delivery. 3) Receptivity, as measured by MBI's Receptivity Potential Index, also increased significantly with no additional cost when allocating to radio.

1. RADIO ADDS REACH & RECEPTIVITY –
A SMARTER MIX!
February 2013
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2. Objectives
• Commission MBI’s USA Touchpoints to work with seven actual brand
2012 media plans in diverse categories
• Demonstrate that reallocating to radio a portion of the budget from TV
results in:
• Higher Reach
• Higher Frequency
• Enhanced Receptivity*
• Reallocate 5%, 10% and 15% of the TV budget to radio and assess the
impact of the new media mix on campaign effectiveness
*MBI TouchPoints measures the social-emotional context of target audiences’ lives
to identify the moments of highest receptivity – something they identify as the Receptivity Potential Index
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3. Seven Actual Campaigns And
Media Plans In The Study
2 Financial Services
2 Automotive OEMs
2 Quick Service Restaurants
1 Home Improvement
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4. Challenge:
• Hold Dollars Constant
• Enhance Reach, Frequency And Receptivity
Results:
• Reallocating a portion of the budget to radio measurably
increased both the reach and frequency of each campaign
without compromising the delivery of the TV campaign
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5. Radio Increases Campaign Reach
As Much As 24%, For The Same Money
• Percent Gains In Campaign Reach –
15% Reallocation of TV Dollars
24%
Average
15.5% 18%
15% 15% 16%
12%
8%
Auto 1
QSR 1 Financial
Home
Services 1 QSR 2
Improvement Financial
Services 2 Auto 2
Source: MBI TouchpointsTM; results in each case study based on the specific target audience
for that particular client
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6. In Every Case, Reallocating Television Spend To Radio
Increased Reach Significantly At No Incremental Spend
• Campaign Average Weekly Reach
Original TV Schedule 5% to Radio 10% to Radio 15% to Radio
+8%
+28% +15%
+24% +16%
+18%
+15% 82% 86% 86%
69% 76% 74% 80%
59% 64% 65%
54% 56%
47% 50%
Financial
Services 1 Financial
Services 2 Auto 2 Home
Improvement QSR 2
QSR 1
Auto 1
Source: MBI TouchpointsTM; results in each case study based on the specific target audience
for that particular client
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7. The Reallocations Had Negligible Impact On Overall TV Reach
• Weekly TV reach after reallocation
Auto 1 Auto 2 QSR 2
WEEKLY REACH OF LIVE TV WEEKLY REACH OF WEEKLY REACH OF
LIVE TV SCHEDULES TARGETS SCHEDULES TARGETS LIVE TV SCHEDULES TARGETS
FULL SCHEDULE 79.5% FULL SCHEDULE 55.8% FULL SCHEDULE 65.0%
5% CUT SCHEDULE 79.3% 5% CUT SCHEDULE 55.3% 5% CUT SHCEDULE 64.7%
10% CUT SCHEDULE 79.3% 10% CUT SCHEDULE 55.2% 10% CUT SCHEDULE 64.2%
15% CUT SHCEDULE 77.4% 15% CUT SHCEDULE 53.2% 15% CUT SHCEDULE 63.8%
Financial Financial
QSR 1 Services 2 Services 1
WEEKLY REACH OF LIVE TV WEEKLY REACH OF WEEKLY REACH OF
LIVE TV SCHEDULES TARGETS SCHEDULES TARGETS LIVE TV SCHEDULES TARGETS
FULL SCHEDULE 74.4% FULL SCHEDULE 50.1% FULL SCHEDULE 47.3%
5% CUT SCHEDULE 74.1% 5% CUT SCHEDULE 49.2% 5% CUT SCHEDULE 45.6%
10% CUT SCHEDULE 74.0% 10% CUT SCHEDULE 47.8% 10% CUT SCHEDULE 45.0%
15% CUT SHCEDULE 73.6% 15% CUT SHCEDULE 47.6% 15% CUT SHCEDULE 43.3%
LIVE TV WEEKLY REACH OF
SCHEDULES TARGETS
FULL SCHEDULE 64.1%
Home 5% CUT SHCEDULE 63.8%
Improvement 10% CUT SCHEDULE 63.5%
15% CUT SHCEDULE 63.0%
Source: MBI TouchpointsTM; results in each case study based on the specific target audience for that particular client
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8. And In Every Case, Average Frequency Increased Along With
Reach
• Average Frequency
Original Reallocate 5% Reallocate 10% Reallocate 15%
+29%
+62% 8.0
7.6
+5%
+52%
+64% +43%
+39% 6.2
4.3 4.4
3.6 4.3 4.5 4.7
3.2
2.3 3.0
2.2 2.9
Financial
Services 1 Auto 2 QSR 2 Home
Improvement Financial
Services 2 QSR 1
Auto 1
Source: MBI TouchpointsTM; results in each case study based on the specific target audience
for that particular client
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9. In Every Case, Reallocating TV Spend
To Radio Increased Receptivity Significantly
At No Incremental Cost
• Increase In RPI* Weighted Dollars When 5%, 10%, 15%
Of TV Spend Is Reallocated to Radio
Original TV Schedule 5% to Radio 10% to Radio 15% to Radio
+42%
+64%
+84%
$14.0 $14.3
$12.6 +47%
$10.6
+84% $10.1
$8.6
$6.9 $7.2
+20%
+74% $5.4
$ in Millions
$0.7 $1.3 $1.8
$2.2 $3.0
Financial
Financial
Services 1
Services 2 QSR 2 QSR 1
Home
Source: MBI TouchpointsTM Improvement Auto 1
Auto 2
*MBI TouchPoints measures the social-emotional context of target audiences’ lives
to identify the moments of highest receptivity – something they identify as the Receptivity Potential Index
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10. Conclusions
• Radio can significantly extend the reach of television plans … at no
additional cost, with negligible change to original TV delivery goals
• And since Radio use corresponds more directly to key times in
consumers’ lives - when they may be open and responsive to marketing
ideas or suggestions - marketers can use radio’s selectivity to increase
receptivity to their messages
These seven studies help prove that radio can be a game
changer for the potential of a campaign to deliver more
effectively with no change in budget
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