The 24%-18%-58% Rule of Advertising and A Major New Study Reveal Audio Is A Significant ROI Driver
* The just released Profit Ability 2: The New Business Case for Advertising study reveals nearly 60% of advertising profit effect occurs between fourteen weeks and two years.
* The 24%-18%-58% rule: 24% of advertising pays back in the same week. 18% of advertising profit impact occurs between week two and week thirteen. 58% of advertising return occurs between week fourteen and two years.
* Overall, a dollar of advertising generates $5.19 of profit (all media over a two-year period). In the short term, one to thirteen weeks, advertising generates $2.36 of profit.
* A dollar invested in audio (AM/FM radio, podcasts, or streaming), will generate $3.12 of profit within one to thirteen weeks. Over the entire two-year period (one week to two years), a dollar invested in audio will return a total of $6.29 in profit.
* Of ten media, audio ranks second in short-term return on investment (ROI) and third in overall ROI, beating all digital platforms.
Via the link below, an executive summary, full study deck, and a video explainer.
More insite from Westwood One here.
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