Catch up on the Webinar

Let's Shorten This Recession


Katerina Borovska

Marketing and Research Co-ordinator at egta

Itumeleng Lethoko

Head of Market Intelligence at Mediamark

Monique Claassen

Client Service Director Media Domain at Kantar

Key Takeouts

Katerina Borovska

  • The rules of recession have not changed, brands that keep advertising benefit in the short term and grow in the long term.
  • Radio is a cost-effective medium that allows you to drive sales and increase ESOV (excess share of voice).
  • Consumers ad spend is bouncing back to maintain share of voice and to prevent them from switching to the competition.
  • Adding audio to the mix boosts overall campaign cut through and drives on – line and in store shopping behaviour.

Download Presentation - Going Dark is No Way Forward

Monique Claassen

  • Old habits die hard – Audio continues to grow and Print consumption showing signs of recovery.
  • High levels of frequency across campaigns enables Radio to build strong connections with consumers.
  • Radio listening was resilient over lockdown and Digital Audio is on the rise.
  • Radio offers unique reach vs TV.
  • Radio's high frequency makes the medium more cost effective.
  • Digital Audio offers unique reach to linear Radio, Digital is more than a value add.
  • Moving from Radio to Audio planning.

Download Presentation - The audio evolution has arrived, has your brand?

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