As many brands are now going into the 2021 planning season and with pressure on budgets in many sectors, we are pleased to be sharing some hypotheses we’ve developed to help radio budgets work harder.
Working independently with IRI, Entropy has been managing regional tests and econometric studies with 2 FMCG companies, Danone and Vimto, to evaluate the ROI of radio.
Our results have challenged one of the conventions for how radio is traditionally planned by flighting linear radio as one continuous burst. Using IRIs response curves and simulations from their econometric models two alternative scenarios increase ROI significantly.
Download a copy of the report below and see the results for the tests we ran with both Danone and Vimto.