iHeartMedia is pointing us to a micro study by Nielsen, examining the perception of marketing effectiveness across different channels, compared to actual (measured) effectiveness.
Ten channels were studied, and nine of them showed a “real” marketing effectiveness that was lower than perceived effectiveness. In other words, buyers’ high hopes could be disappointed. Radio was the only channel which reversed that formula, indicating that the real ROI is higher than perceived ROI.
(The study which resulted in the above chart was produced by Global Compass).
“To bridge this gap, marketers need to shift from relying on perceived effectiveness to analyzing objective data. The first step is to understand your target audience. Marketers must meet their audience where they consume media. Where do they spend their time? Which channels do they trust?” — Nielsen
What’s the goal?
Interestingly, Nielsen identifies the priorities of marketers in 2025, illustrated in the graph below. “Competitor conquesting” (which we deem to be the cool catchphrase of the day) is less important than one might think. Insead — and sensibly — revenue growth and brand awareness are prioritized in marketer thinking.
To summarize, Nielsen advises balance in selecting marketing channels, finding an equilibrium with short-term performance and long-term brand building. “The key is to scale into digital, not substitute away from high-performing, high-reach platforms like radio.”
As always, we advise sepping from our coverage into the real thing. Download Nielsen’s original report HERE.
