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Radio Still Moves Product...

Monday, July 16, 2018

What a difference a week makes. Last week I busted radio for over-commercialization but this week I come to praise the ancient medium. Westwood One and Nielsen conducted a study that found that radio has a great affect on TV viewership. The study drove viewers to a mini-series and attracted new viewers to the network...

A major television network ran a two-week campaign on the Westwood One network advertising an historic mini-series. The data for this study was also culled using Nielsen's 80,000-person Portable People Meter (PPM) panel. Among persons 18+, those who were exposed to the radio campaign were 44% more likely to tune in to the program than those who were not exposed. Among persons 25-54, there was a 27% viewing gain among those exposed. Doug Hyde, Cumulus Media/Westwood One executive: "AM/FM radio successfully grew interest in the program and directly influenced tuning behavior"...

The radio campaign aired on Westwood One, also brought new viewers to the network. According to the case study, nearly nine out of ten (88%) of the viewers who tuned in due to the ads were non-viewers of the network in the previous month. Again, Hyde: "AM/FM radio drove viewership from those who had previously spent little time with the network, converting them into fans"...

The report noted that among those in the 25-54 demo, tune-in to the program was consistent across AM/FM radio campaign frequency levels. Whether the listener heard the AM/FM radio ad once or more than four times, 9%-10% of the exposed group watched the mini-series...

Hyde who offered his views to Inside Radio: "Since there was no difference in tune-in based on how often people heard the radio ad, it is more productive to drive up the reach through more diverse programming content, broader time periods and longer campaigns. AM/FM radio successfully impacted the viewership of both the TV network and the advertised program, directly impacting tuning behavior while bringing new viewers to the network"...

I(n)M(y)H(umble)O(pinion):

  • This study showed how effective radio can be as a sales tool - another reason radio should trim its spotload... 
  • Back-to-school supplies in July???
  • The Baldwin's and Bieber's - one big happy family... 
  • Don't invite Gretchen Carlson and the 22 state pageants opposed to the ban on swimsuits to the same party... 
  • GE deserves to make it all the way back. I hope they do...
  • What a remarkable job the divers did in rescuing those trapped soccer kids and their coach in Thailand...
  • The Netflix picture keeps getting brighter. They've scared the wits out of HBO...
  • I'm always suspicious of reported shark attacks prior to Shark Week which starts this year on July 22...
  • I still think England vs. France would have been a classic World Cup final...
  • The AT&T/Time Warner deal will probably be overturned by the courts...

 

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