Urban Media study points to radio’s branding power

A campaign created by Urban Media for Irish food company Boutique Bake claims to show how effective radio and digital can be in building a brand. Brian McCarthy of Urban Media said the study by Amárach Research shows 62 per cent of consumers went online after hearing a radio ad and 83 per cent of those who did so, looked out for the product in a shop.

Brand awareness for Boutique Bake grew by 175 per cent during the course of the campaign and unique users to the brand’s website grew by 134 per cent during that time. Through the till sales in Tesco were up by 189 per cent for the month of September. The campaign was active across the radio, digital and social assets of the radio brands Urban Media represents.

Urban Media is part of The Wireless Group bought by Rupert Murdoch’s News Corp from UTV. It is the national sales house for Dublin’s FM104 and Q102, Cork’s 96fm and C103, Limerick’s Live 95FM, Galway Bay FM, WLR and LMFM, working with national advertisers and agencies. Amárach Research is Ireland’s only ISO accredited market research agency.


Gerard O’Neill, Amárach Research, Catherine Buggy, Boutique Bakery and Brian McCarthy


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