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‘Knocked Up’ Viewers Influenced by Radio, TV Combo

When it came to spreading the word about the film Knocked Up, radio advertising was one of the driving forces in getting people to go see the film, according to results released today by Integrated Media Measurement Inc. (IMMI), a provider of consumer behavior data to media companies and advertisers.

The surprise summer hit has grossed more than $142 million in the U.S. since its June 1 opening. The data shows that people who were exposed to both television and radio advertising for the movie were more than twice as likely to see the movie than people who had only been exposed to television commercials.

“For the right products, radio continues to be a marketing force to be reckoned with,” said Amanda Welsh, head of research for IMMI. “Our study shows that the effectiveness of television can be maximized by using alternate platforms, like radio, to break through message clutter. The impact of seeing or hearing a message in several places is proving to be quite strong and enables advertisers to get an overall better return-on-investment for their dollars.”

The study was implemented through a research panel built by IMMI that mirrors U.S. Census results for fundamental demographics in key markets. IMMI provides thousands of panel members across the country with a mobile phone, asking them to carry it with them wherever they go. The mobile phone is equipped with a technology that creates digital signatures of all the audio media (television, radio and movies) to which it has been exposed. IMMI can determine viewing audiences, as well as certain types of consumer behavior based on a timeline of when the media was viewed or heard.