In today’s complex media landscape, marketers are constantly seeking ways to optimize their media strategies and understand which channels are driving return on investment (ROI). Generally, television, digital, and social media receive the lion’s share of attention (and spend). Many marketers believe that audio, including radio, is difficult to measure in marketing mix models (MMM) because of its relatively lower spend. Nielsen MMM captures and reports audio. In analyzing thousands of campaigns we can confirm that when sufficient impressions are run, audio is measurable, and shows up quite well in MMM; of course as with any tactic, some brands/categories perform stronger than others.
关于如何最好地体现任何媒体类型，尼尔森建议关注预算的规模、投入的质量和渠道的粒度。例如：对于音频而言，这包括考虑广播、流媒体音频和播客。
以下是音频频道（广播、流媒体音频和播客）需要考虑的一些最佳实践：
- Plan for adequate GRPs: Allocate sufficient budget to radio and other audio channels. While the appropriate levels may vary by category
- Use as-run data, not planned GRPs: Many marketers rely on planned GRPs, which can differ significantly from what is actually delivered. By using As-Run GRPs—actual media delivery—you’ll get a more accurate read of radio’s performance. Nielsen’s data consistently shows the importance of this distinction.
- DMA-level delivery matters: Radio’s effectiveness can vary across different markets, so it’s important to evaluate media delivery at the designated market area (DMA) level. Actual delivery often deviates from planned delivery, and understanding these variations can provide valuable insights for optimizing your radio campaigns.
- Analyze by week: Timing is everything, especially for media like radio that may have seasonality or other timing-related nuances. Analyzing media delivery on a weekly basis—taking into account sales events, weather conditions, or special promotions—can help explain spikes or dips in performance. This granular level of analysis is crucial for understanding the true impact of your radio investments.
在我们的分析中，当印象的相对权重大到足以衡量时，广播一直是投资回报率最高的媒体。流媒体音频的表现也不错，尽管落后于广播电台。虽然可以衡量，但对播客的投资并不普遍，其表现还不能作为流媒体音频的指标。
在尼尔森，我们致力于帮助营销人员做出以数据为导向的决策，最大限度地提高他们所有媒体投资的效果。凭借我们的专有模型和广泛的媒体绩效数据库，我们可以确保您的媒体（包括音频渠道）得到准确的体现，并为您的整体营销成功做出贡献。
欲了解更多有关如何优化营销组合模式以及衡量广播和其他音频渠道影响的信息，请立即联系尼尔森团队。让我们把话说清楚--广播是可衡量的，只要方法得当，它就能产生效果。
方法：
根据对 2,857 个全国性、地方性和国际性广告活动的分析，这些活动的广告主类别中，分配给电台的预算平均占媒体预算总额的显著百分比。
