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View our studies and see what an unforgettable
phone number can do on radio.

Radio Study #1

VANITY PHONE NUMBERS GENERATE 58% MORE CALLS THAN NUMERIC NUMBERS

Radio ads featuring a vanity phone number drew 58 percent more telephone calls than radio ads that gave a numeric phone number. The study tested response rates of two different phone numbers in otherwise identical ads. One ad used the vanity number 1-800-TRADE-NOW and the other used 1-800-954-2828.

The study was conducted analyzing two Chicago-area radio stations that ran 154 ads over two weeks, half featuring the vanity number and the rest featuring the numeric toll-free number. Both stations used an even rotation of the spots.Incoming calls to both numbers were tracked and recorded. The vanity number drew 58 percent more calls.

Study conducted by: Creative Broadcast Concepts, Maine
Client: Grieger’s Chrysler Dodge Jeep

Radio Study #2

VANITY NUMBER INCREASES RESPONSE 14x MORE THAN NUMERIC NUMBER

Vanity toll-free numbers substantially increase advertising response rates. The results of this radio study show that an advertisement using a toll-free vanity number (a number that translates into words for easy recall) generates 14 times more phone calls than a numeric phone number.

Details of Study:
Methodology: Commercials were rotated equally throughout all dayparts. Calls were tracked and recorded electronically.
Radio Station: WDHA 105.5 FM, Cedar Knolls, NJ
Client: Denville Nissan, Denville, NJ
Study Conducted By: Michael J. Motto Advertising & Public Relations, Clark NJ

Radio Study #3

72% of consumers correctly recalled vanity number after hearing one 30-second spot

Over 72% of consumers correctly recalled a toll free vanity phone number after hearing one 30-second radio advertisement, compared with just 5% of who correctly recalled the numeric toll-free number. The comparison shows that a radio ad featuring a vanity number yields a 9 times higher recall rate compared to a radio ad featuring a numeric phone number.

Details of Study:
Methodology: Survey was distributed to 1,500+ opt-in respondents. The survey included two audio files simulating 30-second radio advertisements. One featured a vanity toll free phone number and the other a numeric phone number. Study conducted by Infosurv and e-Rewards.

Radio Study #4

vanity number generated three times more calls and appointments than numeric phone number

Side-by-side testing of a vanity number vs a numeric phone number for the Harvey Norman company. The objective was to compare the response of a vanity number to a numeric phone number − with all other variables remaining constant.

In the week after the campaign, the calls to the numeric phone number stopped almost immediately. While calls to the vanity number continued - further increasing the ROI of the ad and reducing the cost of acquiring each lead.

Details of Study:
Two identical radio ads were produced. The only difference between the two ads was the “call to action” used at the end of each ad. The first ad used a regular number phone number, 1-800-628-6788. The second ad used the vanity number, 1-800-THE-BYRON. The two ads were run in even rotation with identical media weights, over a seven day period on two radio stations. The calls to both numbers were tracked for the seven day campaign period and for seven days after the completion of the campaign. Study conducted by Roy Morgan Research.

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