AM/FM Ads Score In Monthly Reach...
January 20, 2025
A recent study involving a series of AM/FM radio ad campaigns over two months in over more
than 20 local, small, medium and large markets successfully boosted awareness and ad recall, as well as leads, signups, registrations and purchases...
The research conducted by brand tracking firm MARU/Matchbox and attribution measurement firm
Claritas, used Nielsen reach and frequency data. While MARU surveyed 1,000 adults 18+ in these markets before and after the radio campaign to measure brand effect, Claritas quantified website
conversions and purchases by placing their tracking pixel on the advertiser's website, and studied the impact of ads on website home page activity, according to an analysis in Westwood One's weekly
blog...
The radio campaign, which ran for four weeks with a two-week interruption in between,
featured heavy media weight with close to 500 monthly GRPs (a metric that measures how many times an audience sees an ad, and how effective the ad campaign is). It generated a monthly reach of 75%.
In the test markets, three out of four people were exposed to the campaign monthly an average of seven times...
MARU/Matchbox's surveys found that among heavy AM/FM listeners, unaided brand awareness saw a
16% lift, and a 10% increase among total persons 18+, vs just 5% among heavy TV viewers. "There was significant growth in unaided awareness despite the short two-month campaign," Cumulus
Media/Westwood One Audio Group Chief Insights Officer Pierre Bouvard says. "Unaided awareness is the hardest brand equity measure for a marketer to grow. It requires consumers to name a brand in a
category without any help."
When providing consumers with a list of brands and asked how familiar they were with each
brand, MARU's post-campaign survey found 12% boosts in total ad recall, while those saying they were "extremely/very familiar" with the advertised brand grew 9%. "Ad recall is the brand equity
measure that is most sensitive to recent advertising," Bouvard says. "Double digit growth in ad recall indicates strong impact from the AM/FM radio campaign."
Claritas' attribution measurement found that the campaign drove up leads and signups by 8%,
registrations 9%, and purchases 12%. "After the AM/FM radio campaign, there was a powerful lingering sales effect from the AM/FM radio ads as conversions continued to grow." Bouvard notes. "The
closer to the bottom of the purchase funnel, the greater the conversion increases."
Still another prime example how effective AM/FM radio can be in the ad market...
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