Study by Swiss Radioworld proves: Radio advertising works

The specific example of the radio campaign for financial services provider Yuh also shows that radio advertising can significantly increase brand awareness, remains in the memory and has an activating effect.

Radio advertising is well received - this is shown by the latest study results from Swiss Radioworld. The radio mediator has conducted a representative advertising impact study the perception of radio in general and analyzed the effectiveness of audio advertising by means of pre- and post-tests based on a real campaign for the finance app Yuh.

Around half of the respondents rate radio advertising as credible (46 percent). Among the younger age group of 15 to 34-year-olds, this figure is as high as 57 percent. Another 39 percent and 41 percent respectively consider radio advertising to be informative. Looking at the design aspects of radio advertising, spot length (38 percent), originality and creativity (32 percent) and entertaining nature (32 percent) are the most important criteria for the respondents.

David Foser, Senior Project Manager Market Research at TX Group, on the study: "The results of the population-representative study show that radio advertising is well received by listeners. Interesting details emerged when differentiating by socio-demographics. For example, the under-35s are much more favorable to radio advertising than the population as a whole.

Analysis of campaign impact for advertising client Yuh

For the financial app Yuh, developed by PostFinance and Swissquote and launched in 2021, a two-week audio campaign with accompanying advertising measures in online and out-of-home media was run in May 2022 and then examined for its effectiveness.

As the results show, awareness of Yuh among the target audience of 20- to 35-year-olds was increased both aided and unaided. In addition, every fifth person surveyed was able to remember the audio spot.

The spots used had an activating effect, especially in terms of follow-up communication and information seeking. For example, 12 percent of respondents in each case said they had talked about Yuh and sought further information. The spots also showed a favoring effect: While 13 percent of respondents favored Yuh's financial app before the campaign, Yuh's favorability increased by 51 percent to 19 percent of respondents.

Sonia Milici, Head of Marketing & Sales, on the analyzed campaign: "We are satisfied with the results of the campaign, especially with the activation potential of the radio spot as well as the significantly increased preference of Yuh in the post-test. Considering that we are targeting a specific audience with our finance app that is already familiar with the various offerings, the results are pleasing. We will certainly consider radio and audio again for our future campaigns."