Web is tuned in with radio ads

Radio and the Internet are a perfect tag-team when it comes to boosting purchase intent, according to a study from Forum Research Group.

According to the study, 57% of radio listeners visited a website for further information based on an ad they heard on radio, with 60% of those people ultimately making a purchase. The study also found that 39% of Canadians 18+ listen to radio while online.

The findings are based on telephone interviews with 1,028 Canadians 18+ conducted in October of 2007.

The study also found that while total daily media time decreased in 2007, time spent with radio and the Internet increased by 5% and 17% respectively.

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