Radio advertising and “mental availability” — Peter Field’s study of marketing effectiveness

Pierre Bouvard, Chief Insights Officer at Cumulus Media / Westwood One, is distributing recent analytical work by London-based author and marketing expert Peter Field. It’s a metrics-jammed 25-page presentation called Radio’s enduring role in effectiveness. (The slide deck is provided by Westwood One HERE.)

Among the many metrics and charts, we find “mental availability” a compelling and interesting value which is described as the most important factor driving brand preference. This quality is described as “the propensity of a brand to be noticed and thought of in buying situations.” This propensity is measured and sourced to the IPA Databank, 2000-2002.

Larger market share, profit lift, and favorable ROI are also components of radio’s “enduring role,” as graph’d below:


Again, the full desck which evaluates pricing power, short term sales effects, market share, and much more is HERE.


Brad Hill