Media planners frustrated with radio's failing ratings, take heart. The estimable Erwin Ephron ran tests to find that radio, when combined with TV, can achieve 30% higher impression levels for the same budget dollar. Ephron crunched the math to back the old argument that two broadcast media work better in unison than one. Still, he misses a key point--MRI research shows that consumers exposed to commercial radio often are not fully attentive. 30% up in reach, 30% down in attention, and the media plan still has static.
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