Radio Boosts Sales, Says Nielsen Study

Is radio still effective in this digital age? To answer this question, Nielsen Media Philippines rolled out a 3-month radio campaign in November 2016 for selected brands (powdered milk, laundry detergent, and instant noodles in a test location (West Visayas) and then compared sales versus a benchmark control area (Central-East Visayas) where the campaign did not run. Using Nielsen’s retail sales data, the study then…